Includes index.

The Special nature of sport marketing -- Strategic marketing management -- Understanding the sport consumer -- Market research in the sport industry -- Market segmentation -- The Sport product -- Managing sport brands -- Sales and service -- Sponsorship, corporate partnerships, and the role of activation -- Promotion and paid media -- Public relations -- Social media in sport -- Delivering and distributing core products and extensions -- Legal aspects of sport marketing -- Putting it all together -- The Shape of things to come

This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study.