Concise Introduction to Sport Marketing (Elgar Concise Introductions)

Review

‘This is a well-written book on the topic of sport marketing that has the ability to serve many different individuals well. The concise nature of the book lends itself to instructors looking to add valuable supplemental readings to their students, interested individuals the opportunity to become abreast on very key elements of sport marketing, and students in shorter class sessions an insightful and practical reading that is not too daunting to start or pick up. I would recommend this book to any researcher, student, or other individual wanting to efficiently explore the growing and advancing field of sport marketing.’ -- Zack P. Pedersen, International Journal of Sport Communication‘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

About the Author

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