The Sports Product and Brand-Building Decisions
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Theory and Practice
SEA N ENNIS
Sports Marketing
Sean Ennis
Sports Marketing A Global Approach to Theory and Practice
Sean Ennis Department of Marketing University of Strathclyde Glasgow, UK
ISBN 978-3-030-53739-5 ISBN 978-3-030-53740-1 (eBook) https://doi.org/10.1007/978-3-030-53740-1 © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Limited 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
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I dedicate this book to my long suffering wife Liz for putting up with me during the development of this text. I would also like to dedicate it to some of my friends who support Huddersfield Town. They include: Richard and Finola Siddall; Robert, Paul and Ross Ewart; Clive Cheney, Alison and Laura; and “Uncle” Jim Prendergast. We have reached the heights of ecstasy and the lows of depression over the years.
Acknowledgements I would like to thank Vicki Watson for the professional and committed way in which she organised the content into something that closely resembles a book. Without her contribution it is unlikely that it would have seen the light of day. My thanks also to Liz Barlow and Sophia Siegler for helping with the editing of the text.
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Contents 1 Introduction: The Sports Sector in a Global Context ����������������� 1 2 Sport and Its Role and Contribution to Society and Economic Development��������������������������������������������������������������������������������� 9 3 Sports Governance������������������������������������������������������������������������������������������� 39 4 Understanding Fans and Their Consumption of Sport ������������� 75 5 Sports Distribu
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