Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as Sport NEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives–the major force in sports marketing; ambush marketing–how non-sponsors seek to reap the benefits without paying the price; and licensing–using the sale of items, such as T-shirts to increase profit and marketing.
Lynn R. Kahle & Chris Riley
Sports Marketing and the Psychology of Marketing Communication [EPUB ebook]
Sports Marketing and the Psychology of Marketing Communication [EPUB ebook]
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Limba Engleză ● Format EPUB ● Pagini 474 ● ISBN 9781135616717 ● Editor Lynn R. Kahle & Chris Riley ● Editura Taylor and Francis ● Publicat 2004 ● Descărcabil 3 ori ● Valută EUR ● ID 4163871 ● Protecție împotriva copiilor Adobe DRM
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