附註:Includes bibliographical references and index.
Preface -- 1. Reframing the sport marketing exchange process -- 2. Fan identification -- 3. Motivations of the sport consumer -- 4. Evaluating the impact of winning and brand management -- 5. Utilizing the customer database -- 6. Managing niche markets -- 7. Sport-based segmentation models -- 8. Measuring service quality -- 9. Sport sponsorship personality matching -- 10. Sport marketing and the internet -- Appendix -- Index.
