For courses in Sports Marketing, offered in the College of Business, or in Sports Administration programs. Sports Marketing takes a strategic business perspective. Organized around a framework of the strategic marketing process that can be applied to the sports industry, this text provides an appreciation for the growing popularity of women's sports and the globalization of sport. This edition includes a running case throughout the text using the XFL; up-to-date examples and research; and extensive interviews with sports marketing practitioners.

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