Paperback
Concise Introduction to Sport Marketing
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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Critical Acclaim
Contents
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Our Elgar Concise Introductions are inspiring and considered introductions to the key principles in business, expertly written by some of the world’s leading scholars. The aims of the series are two-fold: to pinpoint the essential concepts of business and management, and to offer insights that stimulate critical thinking.
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
• Utilises strong visual and process models such as in managing the two types of sport marketing in sync, and in developing new sport products
The Concise Introduction to Sport 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.
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
• Utilises strong visual and process models such as in managing the two types of sport marketing in sync, and in developing new sport products
The Concise Introduction to Sport 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
‘This is a well-written book on the topic of sport marketing that has the ability to serve many different individuals well. The concise nature of the book lends itself to instructors looking to add valuable supplemental readings to their students, interested individuals the opportunity to become abreast on very key elements of sport marketing, and students in shorter class sessions an insightful and practical reading that is not too daunting to start or pick up. I would recommend this book to any researcher, student, or other individual wanting to efficiently explore the growing and advancing field of sport marketing.’
– Zack P. Pedersen, International Journal of Sport Communication
‘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
– Zack P. Pedersen, International Journal of Sport Communication
‘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
Contents
Contents: Preface PART I INTRODUCTION. 1 Two types of sport marketing 2. Consumers and fans in multiple roles PART II MARKETING VIA SPORT 3. Partnership goals in sponsoring 4. Leverage and activation 5. Assessing outcomes of sponsoring relationships PART III MARKETING OF SPORT 6. Sport products in a connected world 7. Sport participation 8. Selling the experience PART IV INTEGRATED VALUE 9. Integration and shared value 10. Anticipating the future Index
