Marketing analysis in sport business : global perspectives

Abstract

"This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business" Provided by publisher.