ABSTRACT
In this final introductory chapter within this book, readers will be exposed to and gain an appreciation for the continuously evolving internationalization and globalization of marketing in and through sport. Starting with a definition of these two core concepts, along with the additional concepts of regionalism, nationalism, localization, and glocalization, readers will be exposed to how sport marketing professions select which nondomestic markets to enter and how they create missions and visions for entering those marketplaces. Strategic concepts, including trade in sport business, market entry strategies, and alternative dispute resolution, will serve as a foundation for articulating these practices. Additionally, an examination of the implementation of policies, procedures, and strategies within the parameters set forth by cultural, economic, political, and legal constraints of various worldwide markets will be covered. The chapter concludes with an explanation of the competencies needed for sport marketing professionals to succeed in international and global sport marketing.
