Sport Marketing in a Global Environment: Strategic Perspectives

Commissioned by the WASM Executive Board, representing this organization’s leadership and commitment to develop, summarize, synthesize, and analyze knowledge that help enhance global sport industry. Covers a range of key research and practical issues in globalized sport marketing in diverse national and cultural contexts of both global and local settings. Chapters are contributed by 36 scholars from 13 countries, addressing a variety of cross-cultural or comparative topics in the sport industry. Combines scholarly output derived from diverse inquiry protocols, such as review of literature, documentary analysis, qualitative research, and quantitative investigations. Signifies the continued commitment of the WASM and Taylor & Francis Co. in promoting global sport management studies and advancing the sport industry world-wide.