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Sports Marketing: A Practical Approach
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Author : Larry Degaris
Title : Sports Marketing: A Practical Approach
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Any successful sports business or organization has to understand in detail its customers, products, and market opportunities. Sports Marketing: Data-Driven Practice is a comprehensive, engaging and practice-focused textbook that demonstrates how effective sports marketing should be research-based and data-driven. Covering the full spectrum of marketing approaches, techniques, strategies and tactics, the book shows how all sports-related organizations can benefit from rigorous, applied empirical research and analysis, and explains how students can develop the skills they need to become effective sports marketing professionals.The book explores key topics such as:Sports markets and business markets (b2b)Fan developmentBrand managementMedia audiences, rights and revenueLive sports eventsSponsorshipMerchandise and retailIntegrating real industry-generated research into every chapter, the book also includes profiles of leading industry executives and guidance for developing a career in
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