Sports marketing (1994)

This book challenges readers to generate their own ideas for a sports product or event, develop a strategic plan, and apply what they’ve learned to a real-world business venture. Sports Marketing teaches readers how to research markets, analyze and interpret data, and finally design a plan to go after relevent markets. In addition, the text provides innovative structures for understanding the sports industry and a step-by-step method of developing a sponsorship program. Numerous case studies featured throughout the book give readers an inside view of sports organizations, and illustrate the vast array of issues facing sports managers today.