search query: @author O'Sullivan, P. / total: 5
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| Author: | Meenaghan, T. O'Sullivan, P. |
| Title: | Playpower - sports meets marketing |
| Journal: | European Journal of Marketing
1999 : VOL. 33:3/4, p. 241-249 |
| Index terms: | MARKETING MARKETING MODELS POWER |
| Language: | eng |
| Abstract: | Sports marketing represents a new, dynamic and potentially enormous area for the application of marketing; the sports business itself has grown explosively particularly through the symbolic relationship with mass media and television in particular; revenues grow particularly from sponsorship income and the relentless "building-up" of TV rights. Not all sports, nor all teams are winners and there is an on-going re-balancing of the audience/media/sport relationship. |
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