Contribution to Book
Event Evaluation Research MethodsEncyclopedia of Sports Management and Marketing (2011)
AbstractThis four-volume set introduces, on the management side, principles and procedures of economics, budgeting and finance; leadership; governance; communication; business law and ethics; and human resources practices; all in the sports context. On the marketing side this reference resource explores two broad streams: marketing of sport and of sport-related products (promoting a particular team or selling team- and sport-related merchandise, for example), and using sports as a platform for marketing non-sports products, such as celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament. Together, these four volumes offer a comprehensive and authoritative overview of the state of sports management and marketing today, providing an invaluable print or online resource for student researchers.
EditorLinda E. Swayne & Mark Dodds
Citation InformationGina Pauline. "Event Evaluation Research Methods" 2011Thousand Oaks, CAEncyclopedia of Sports Management and Marketing (2011)
Available at: http://works.bepress.com/gina_pauline/2/