Relationship Marketing in Sports

"Relationship Marketing in Sports" is the first book to consider the important topic of relationship marketing in a sports context by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: case studies from around the world to provide a uniquely global approach applicable worldwide; strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links; and, practical advice for professional, semi-professional and non-professional sporting organisations. "Relationship Marketing in Sports" is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.