简明介绍斯波尔t Marketing

Elgar Concise Introductions

T. Bettina Cornwell, Professor of Marketing and Philip H. Knight Chair, University of Oregon, Eugene, US and Steffen Jahn, interim Professor of Marketing and Innovation, School of Economics and Business, Martin Luther University Halle-Wittenberg, Germany

This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity.

‘The book offers a great introduction to the particularities of sports marketing and provides valuable food for thought that you can use to develop your own approach to sports business.’
– David M. Woisetschläger, TU Braunschweig, Germany

‘Cornwell and Jahn’s new text is an excellent addition to sport marketing scholarship. The authors present and bridge concepts in a thoughtful, accessible way, and provide unique perspectives on sport marketing’s different applications, stakeholders, and opportunities. For both academics and practitioners, this book represents a valuable introduction to sport marketing.’
– Nicholas Burton, Brock University, Canada