ABSTRACT
After completing this chapter, you should be able to:
Define sports marketing and discuss how the sports industry is related to the entertainment industry.
Describe a marketing orientation and how the sports industry can use a marketing orientation.
Examine the growth of the sports industry.
Discuss the simplified model of the consumer–supplier relationship in the sports industry.
Explain the different types of sports consumers.
Identify historical trends and significant impacts of sport marketing practices.
Define sports products and discuss the various types of sports products.
Understand the different producers and intermediaries in the simplified model of the consumer–supplier relationship in the sports industry.
Discuss the elements in the sports marketing mix.
Explain the exchange process and why it is important to sports marketers.
Outline the elements of the strategic sports marketing process.
