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Sport Marketing and the Psychology of Marketing Communication.
・ISBN 978-0-8058-4826-7 2004 hard GB£ 171.99
￥54,486.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-0-8058-5790-0 2005 paper GB£ 68.99
￥21,855.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-4106-1000-3
| 著者・編者 | Kahle, Lynn R. / Riley, C. (eds.), |
|---|---|
| シリーズ | Advertising and Consumer Psychology |
| 出版社 | (Lawrence Erlbaum, US) |
| ページ数 | 474 pp. |
| 言語 | ENG |
| ニュース番号 | ＜260-14871 250-40139＞ |
解説
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 SportNEST 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.