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List of figures and tables
PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
CHAPTER 1 Emergence of sports marketing
What is sports marketing?
Understanding the sports industry
Historical development of sports marketing in (North) America
Sport as entertainment
A marketing orientation
Growth of the sports industry
The structure of the sports industry
The consumers of sport
The sports product
Career spotlight: Chris Ferris
Different types of sports products
The multidimensional nature of the sports product
Producers and intermediaries
Sports marketing hall of fame: Mark McCormack
Basic marketing principles and processes applied to sport
The sports marketing mix
The exchange process
The strategic sports ...