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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Global Marketing and Consumption of Sport
verfasst von : Clifford J. Shultz II, T. Bettina Cornwell, Paul Jaspers, Keith W. Lambrecht, Jason C. Healy, Henry Rabello
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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Sport is a ubiquitous artifact of human culture. Most if not all cultures have various forms of play and games, which can range from informal activities engaged by a few individuals to organized sports and events that capture the time, resources and imaginations of consumers and companies around the globe. Such organized sports can be transcendent, lucrative, costly, divisive and unifying – locally and globally. Much of organized sport is big business, affecting billions of lives. This business cannot succeed without the complex interplay of cultures, markets, marketing and consumer behavior, finance, and politics.