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TitleAdvanced theory and practice in sport marketing
Author by Eric C. Schwarz, Dr. Jason D. Hunter, and Alan LaFleur
Imprint New York : Routledge, 2013
Edition 2nd ed.
Descript xxii, 409 p. : ill. ; 25 cm

SUMMARY

Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students. Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills. -- From back cover


CONTENT

Part 1: Sport marketing : the basic -- Introduction to sport marketing -- Managing the sport marketing mix -- Social responsibility and ethics in sport marketing -- Part 2: Understanding the sport consumer -- Sport marketing research and information systems -- Sport consumer behavior -- Part 3: Sport marketing logistics -- Sport product and logistical management -- Sales management in sport -- Retail management in sport -- E-marketing management in sport -- Part 4: Promotional aspects of sport marketing -- Communication management and promotions in sport -- Sport advertising -- Sport sponsorship -- Social media and networking in the sport industry -- Part 5: The evolution of sport marketing -- International and global marketing in sport -- Emerging sociological sport marketing concepts


Sports -- Marketing

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