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Global Sport Marketing: Contemporary Issues and Practice
Hardcover
Series: Routledge Research in Sport Business and Management
ISBN13: 9780415507202
Publisher: Routledge
Published: Apr 30 2012
Pages: 208
Weight: 1.04
Height: 0.50 Width: 6.14 Depth: 9.21
Language: English
This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.
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