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Sport Marketing with Access Code

Год выпуска: 2014
Автор: Bernard Mullin and Stephen Hardy and William Sutton

Synopses & Reviews


Mullin, a former sport executive who runs a global management andmarketing consulting business focusing on the sport and entertainment industry, et al. present a sport marketing textbookthat describes theoretical models and practical issues through case studies. It covers the sport market; strategic marketing management;the sport consumer; market research and segmentation; the sport product; managing sport brands; sales and service; sponsorship,corporate partnerships, and activation; promotion and paid media; public relations; delivering and distributing core products andextensions; and legal aspects. This edition has been updated with an emphasis on social media; more contributions from industryprofessionals about the future; a web study guide with video interviews with professionals; chapter objectives, opening scenarios,sidebars, and photos; and wrap-ups, activities, and marketing plan sections. Additional authors working in marketing, consumer research, and other areas in the US contribute some chapters.Annotation 2014 Ringgold, Inc., Portland, OR (protoview.com)

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