Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control.
Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks.

Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

现在在一个完全修订和更新的第5版，体育营销：战略的角度是最权威的，全面的和吸引人的介绍体育营销目前可用。这是唯一一本采用战略方法的入门教材，它清楚地解释了如何设计和管理营销过程的每一个要素，从目标设定和规划到实施和控制。
该书涵盖了体育营销课程中的所有关键主题，包括消费者行为、市场研究、促销、产品、定价、赞助、商业道德、技术和电子营销，介绍了核心理论和概念，解释了最佳实践，并调查了迅速变化的国际体育商业环境。每一章都包含大量真实世界的案例研究和关键行业人物的传记以及富有挑战性的复习练习，鼓励读者批判性地反思自己的知识和专业实践。该书的配套网站为教师和学生提供了额外的资源，包括教师指南、试题库、演示幻灯片和有用的网络链接。
体育营销：一个战略性的观点是任何体育营销或体育业务课程的重要基础，并为任何体育营销从业人员寻求宝贵的参考，以改善他们的专业实践。