Concise Introduction to Sports Marketing

Hardback

Concise Introduction to Sports Marketing

9781802208405 Edward Elgar Publishing
T. Bettina Cornwell, Professor of Marketing and Philip H. Knight Chair and Steffen Jahn, Instructor of Marketing, Lundquist College of Business, University of Oregon Eugene, US
Publication Date: August 2023 ISBN: 978 1 80220 840 5 Extent: c 176 pp
This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity.

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This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity.

Key Features:

. Utilises an extensive list of examples to actively explain concepts
. Centrally focuses on two key types of marketing within this diverse field: marketing of sports and marketing via sports
. Follows a strong visual model to examine the unique features of sport marketing, such as sports product development

The Concise Introduction to Sports Marketing will be valuable for marketing, business and physical education undergraduate students seeking to understand new discourse surrounding sport marketing. It will additionally be beneficial for graduate students of these disciplines looking for an incisive guide on such a varied topic.
Critical Acclaim
‘The book offers a great introduction to the particularities of sports marketing and provides valuable food for thought that you can use to develop your own approach to sports business.’
– David M. Woisetschläger, TU Braunschweig, Germany

‘Cornwell and Jahn’s new text is an excellent addition to sport marketing scholarship. The authors present and bridge concepts in a thoughtful, accessible way, and provide unique perspectives on sport marketing’s different applications, stakeholders, and opportunities. For both academics and practitioners, this book represents a valuable introduction to sport marketing.’
– Nicholas Burton, Brock University, Canada
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