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Sport Marketing: Managing the Exchange Process
George R. Milne, University of Massachusetts, Amherst, Massachusetts, Mark McDonald, University of Massachusetts, Amherst, Massachusetts
ISBN-13: 9780763708733
ISBN-10: 0763708739
$57.95 (Sugg. US List)
Paperback
169 Pages
© 1999
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Sport Marketing:Managing the Exchange Process presents cutting edge conceptual and empirical approaches for managers to manage relationships with consumers. The central theme of the book is the sport marketing exchange, because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer. The authors challenge students, researchers, and managers in sport marketing to embrace current marketing tools that are being employed by marketers in other industry sectors. Several recent marketing techniques are discussed and illustrated within the sport context.
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