Sport Marketing in a Global Environment: Strategic Perspectives

Ruth M. Crabtree, James Jianhui Zhang

Research output: Book/ReportBookpeer-review


This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services.

It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world.

Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
Original languageEnglish
Place of PublicationAbingdon-on-Thames
PublisherTaylor & Francis
Number of pages292
ISBN (Electronic)9781003270041
ISBN (Print)9781032217949
Publication statusPublished - 20 Apr 2022

Publication series

NameWorld Association of Sport Management


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