商品簡介
Written with undergraduate students in mind, this textbook provides a complete introduction to the principles and practice of marketing in the sport and leisure industries. Using real world examples from contemporary sport and leisure businesses, the book guides students to confidence in the theory and practice of marketing in this unique industry. It covers key topics such as:
consumer behaviour in sport and leisure strategic marketing and competitive strategy measuring marketing effectiveness sports marketing and the law sponsorship relationship marketing electronic marketing: online, internet and text.
Highly accessible, practical and insightful, this text will benefit students in sports and leisure, tourism, business, marketing and events management.
