Sports Marketing and the Psychology of Marketing CommunicationLynn R. Kahle, Chris Riley L. Erlbaum Associates, 2004 - 415 páginas Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.
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Sports Marketing and the Psychology of Marketing Communication Lynn R. Kahle,Chris Riley Pré-visualização limitada - 2004 |
Sports Marketing and the Psychology of Marketing Communication Lynn R. Kahle,Chris Riley Pré-visualização limitada - 2004 |
Sports Marketing and the Psychology of Marketing Communication Lynn R. Kahle,Chris Riley Pré-visualização indisponível - 2004 |
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Konsumentenverhalten in ereignisinduzierten Markenkrisen: Der Einfluss der ... Anja Weißgerber Pré-visualização indisponível - 2007 |