OBJECTIVES By the end of this chapter, readers will be able to: • appreciate that sport marketing follows basic marketing principles but with a change of emphasis to suit particular sporting contexts; • recount how marketing's role can be applied to sport and sport organisations with special emphasis on marketing's '4 Ps'; • evaluate the application of marketing strategies and tactics to chosen sport codes; • identify different groups of sport fans; • understand the role marketing planning and marketing management play in staging a sport event.
Field of Research
130299 Curriculum and Pedagogy not elsewhere classified
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