Encyclopedia of Sports Management and Marketing

Encyclopedia of Sports Management and Marketing

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Request a FREE 30-day online trial to this title at www.sagepub.com/freetrial_sro This four-volume set introduces, on the management side, principles and procedures of economics, budgeting and finance; leadership; governance; communication; business law and ethics; and human resources practices; all in the sports context. On the marketing side this reference resource explores two broad streams: marketing of sport and of sport-related products (promoting a particular team or selling team- and sport-related merchandise, for example), and using sports as a platform for marketing non-sports products, such as celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament. Together, these four volumes offer a comprehensive and authoritative overview of the state of sports management and marketing today, providing an invaluable print or online resource for student researchers.Laura L. Miller California University of Pennsylvania See Also: Psychographics; Segmentation; Target Market. ... Over the past few decades this National Football League (NFL) club, which celebrated its 50th anniversary in 2009, has been ... product (e.g., wins, star players) and engaging in savvy deals (e.g., a new stadium and its luxury boxes; major corporate sponsors such as Anheuser-Busch , .

Title:Encyclopedia of Sports Management and Marketing
Author:Linda E. Swayne, Mark Dodds
Publisher:SAGE Publications - 2011-08-08


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