Год издания: 2006
Количество страниц: 576
В продаже с 18.01.2012
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Sports Marketing presents this field as a new discipline, helping readers gain a stronger understanding of how to apply marketing strategies and tactics within the sports marketing environment. Fullerton crafted this w text to present the discipline of sports marketing in two broad perspectives. The first part of the text (Chapters 3 - 14) examines using a sports platform as a foundation for the marketing of non-sports products, including examples such as Tiger Woods'ndorsement of Tag Heuer watches and Coca-Cola's sponsorship of soccer's World Cup. The second part of the text (Chapters 15 - 22) deals with the marketing of sports products, increasing media audiences, increasing live attendance, the selling of sports-reted products, and more. This is not simply a basic marketing text using sports examples. This new title fills a gap for this newly recognized course area by presenting a strong business perspective through...