Now in a fully revised and updated third edition, Introduction to Sport Marketing is a clear, straightforward, and concise introduction to the theory and practice of sport marketing, and the only sport marketing textbook you will ever need.
Built around a step-by-step framework for developing effective sport marketing plans, and full of real-world, international cases, data, and examples, the text helps students to develop the essential skills and subject knowledge required to thrive in today-s fast-paced sport industry. It covers sport marketing at all levels, from grassroots and community sport to international mega-events, and across all sectors from professional sport to public and not-for-profit organisations. Leading the reader through the marketing process, from analysis and setting a strategy to planning the marketing mix, implementation, and evaluation, the text introduces the products, services, distribution channels, and stakeholders that generate value, incl
