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Aftermarketing

Aftermarketing

Kuenzel, Sven (2011) Aftermarketing. In: Swayne, Linda E. and Dodds, Mark, (eds.) Encyclopedia of Sports Management and Marketing. Sage Publications Inc., Los Angeles, CA, US, pp. 36-37. ISBN 9781412973823

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Abstract

There is currently no comprehensive reference work bringing both sports management and sports marketing all together in one place. This encyclopedia is designed to fill this gap in the literature.

On the management side, it introduces principles and procedures of economics, budgeting and finance, leadership, governance, communication, business law and ethics, and human resource practices, all in the sports context. On the marketing side it explores two broad streams: marketing of sport and sport-related products and using sport as a platform for marketing non-sports products, as seen in celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament.

Item Type: Book Section
Uncontrolled Keywords: Aftermarketing
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:38
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/15517

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