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Cases in Sport Marketing
Mark McDonald, University of Massachusetts, Amherst, Massachusetts, George R. Milne, University of Massachusetts, Amherst, Massachusetts
ISBN-13: 9780763708634
ISBN-10: 0763708631
$57.95 (Sugg. US List)
Paperback
351 Pages
© 1999
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Cases in Sport Marketing, simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. The text begins with four introductory chapters to explain the case study method and then dedicates the remaining fifteen chapters to fifteen sport marketing cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field.
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