Introduction to Sport Marketing is an accessible and engaging
introduction to key concepts and best practice in sport marketing. Aimed
at students with little or no prior knowledge of marketing, the book
outlines a step-by-step framework for effective sport marketing, from
conducting market analysis and developing a strategy, through to
detailed planning and implementation. The book has a wider scope than
other sport marketing textbooks, recognising that students are just as
likely to have to employ their marketing skills in community sport or
the not-for-profit sector as in professional sport, and therefore
represents the most realistic and useful sport marketing text currently
available.
Now in a fully revised and updated second edition, the book has expanded
coverage of digital and social media, product innovation, services and
relationship marketing, and key contemporary issues such as social
responsibility and sustainability. It features a much wider range of
international cases and examples, covering North America, Europe, and
the vibrant and rapidly developing sport markets in Asia-Pacific, the
Middle East and Latin America. Every chapter includes a range of useful
features to help the reader to engage with fundamental principles and
applied practice, such as problem-solving exercises and review
questions. Introduction to Sport Marketing is an essential textbook
for any degree-level sport marketing course.
