Sports marketing (2002)

Programs and courses in sports marketing are emerging at universities across the country. This publication is written from a strategic marketing perspective. It contains a framework or conceptual model of the strategic marketing process that can be applied to the sports industry. It also concludes:

• An appreciation for the growing popularity of women’s sports and the globalization of these sports.
• An examination of current research in the area of sports marketing.
• A balanced treatment of all aspects of sports marketing at all levels.
• An introduction to the concepts and theories unique to sports marketing and a review of principles of marketing in the context of sports.
• A comprehensive discussion of the functions of sports marketing.