Concise Introduction to Sport Marketing

T. B. Cornwell and Steffen Jahn

in Books from Edward Elgar Publishing

Abstract: 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.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
ISBN: 9781802208405
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Chapters in this book:

Ch 1 Two types of sport marketing , pp 2-18

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Ch 2 Consumers and fans in multiple roles , pp 19-39

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Ch 3 Partnership goals in sponsoring , pp 41-56

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Ch 4 Leverage and activation , pp 57-71

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Ch 5 Assessing outcomes of sponsoring relationships , pp 72-88

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Ch 6 Sport products in a connected world , pp 90-108

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Ch 7 Sport participation , pp 109-125

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Ch 8 Selling the experience , pp 126-146

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Ch 9 Integration and shared value , pp 148-163

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Ch 10 Anticipating the future , pp 164-179

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Persistent link: https://EconPapers.repec.org/RePEc:elg:eebook:21327

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