商品詳細

From NBA sponsorship to fantasy sport marketing and auto racing's powerful fan attraction, Sports Marketing shows in surprising detail how companies leverage the emotional attachment that fans display for their favorite sports, events, teams, and individual athletes. Sports marketing is emerging as a key element of integrated marketing plans, from global markets to local store marketing areas, from incentive programs to loyalty awards, and from business-to-business strategies to consumer product marketing. With an untraditional approach and a lively, hard-hitting writing style, Schlossberg critically examines some of this growing phenomenon's hottest trends, to produce a book with the practicality of a textbook and the readability of a trade book.