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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, firstrate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectivesthe major force in sports marketing; ambush marketinghow nonsponsors seek to reap the benefits without paying the price; and licensingusing the sale of items, such as Tshirts to increase profit and marketing.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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