Concise Introduction to Sport Marketing

T. B. Cornwell · Steffen Jahn

07/2023 · Edward Elgar Publishing

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This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity.

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T. Bettina Cornwell, Professor of Marketing and Philip H. Knight Chair, University of Oregon, Eugene, US and Steffen Jahn, interim Professor of Marketing and Innovation, School of Economics and Business, Martin Luther University Halle-Wittenberg, Germany