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Complimentary advertising

Complimentary advertising

Kuenzel, Sven (2011) Complimentary advertising. In: Swayne, Linda E. and Dodds, Mark, (eds.) Encyclopedia of Sports Management and Marketing. Sage Publications Inc., Los Angeles, CA, US, pp. 258-259. ISBN 978-1412973823

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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: Complimentary advertising
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 18 Sep 2019 15:24

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