Encyclopedia of Sports Management and Marketing
- Linda E. Swayne - University of North Carolina, Charlotte, USA
- Mark Dodds - State University of New York, Cortland, USA
On the management side, it introduces principles and procedures of economics, budgeting and finance, leadership, governance, communication, business law and ethics, and human resource practices, all in the sports context. On the marketing side it explores two broad streams: marketing of sport and sport-related products and using sport as a platform for marketing non-sports products, as seen in celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament.