Sports Marketing and the Psychology of Marketing Communication
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Sports Marketing and the Psychology of Marketing Communication by Lynn R. Kahle
Book DescriptionSports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. * Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: * sponsorship from several different perspectives--the major force in sports marketing; * ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and * licensing--using the sale of items, such as T-shirts to increase profit and marketing.
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Book DetailsISBN: 9780805848267
(229mm x 152mm x 30mm)
Imprint: Psychology Press
Publisher: Taylor & Francis Inc
Publish Date: 23-Mar-2004
Country of Publication: United States
Books By Author Lynn R. Kahle
Creating Images and the Psychology of Marketing Communication, Paperback (October 2012)
Advancing the understanding of the concept of image as it is applied to various areas of interest, this book also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image.
Marketplace Lifestyles in an Age of Social Media, Paperback (August 2012)» View all books by Lynn R. Kahle
Lifestyle is an important concept in advertising and applied marketing research, although casual use of the term has rendered it suspect amomg scholars. This book approaches the concept of lifestyle from a current
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