Sport Marketing in a Global Environment: Strategic Perspectives

This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services.

Author: Ruth M. Crabtree
Publisher: Routledge
Published: 01/29/2024
Pages: 284
Binding Type: Paperback
Weight: 0.91lbs
Size: 9.21h x 6.14w x 0.62d
ISBN: 9781032217963

About the Author

Ruth M. Crabtree is principal lecturer and teaching fellow in the Department of Sport, Exercise and Rehabilitation at Northumbria University, the United Kingdom. She is currently a vice president of the World Association for Sport Management and board member of the International Council of Sport Science & Physical Education Development Committee.

James J. Zhang is a professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been the editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and the president of North American Society for Sport Management (NASSM).

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