Authors
Kirk L Wakefield
Publication date
2007
Publisher
Elsevier
Description
Some might argue that sports marketing is a mere subfield of marketing, meaning that there
are theoretical and practical dimensions that apply only to sports marketing and are only of
interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels
this argument by demonstrating that effective sports< br> marketing epitomizes the science
and art of marketing across any context. At the core< br> of sports marketing is the creation
and enhancement of fan identification, where consumers are not just loyal customers, but ...
Total citations
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