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New edition of a text in which Stephen Hardy (U. of New Hampshire), Bernard J. Mullin (Roller Hockey...
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New edition of a text in which Stephen Hardy (U. of New Hampshire), Bernard J. Mullin (Roller Hockey International, Inc.) and William A. Sutton (U. of Massachusetts-Amherst) present new theory about sport marketing based on their own extensive field experience and research. The 18 chapters reveal how to study and understand the market, develop a marketing strategy, clarify a sport organization's needs and goals, and implement marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting and sales. Case studies translate several professionals' experiences into learning scenarios. Concludes with observations of future trends in the field. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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