Leveraging Brand in Sport Business

This textbook provides an edited text that contains a more advanced compilation of marketing topics from experts in the field of sports business. The focus of these topics in strategy is to elaborate on how certain areas can be used to offer strategic insights for those working or looking to work in this industry. A similar parallel of need can be seen by considering marketing students, who start with an introductory text but conclude their emphasis in this area by digesting material on more advanced issues via a final course and text on Marketing Strategy.

Outstanding Design Features. The outstanding features of the text include the following:

• Use of “experts in the field” to contribute topic areas.

• Use of ‘real-world’ applied cases at the conclusion of the text.

• On-line clips of senior management discussing the applied cases.

• The inclusion of current examples throughout each topic area’s discussion to highlight practices and issues.

• Summaries and key words/concepts at the conclusion of each chapter.