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Handbook of sport marketing research - Nancy L Lough

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Title
Handbook of sport marketing research

Author
Nancy L Lough

format
Paperback / softback

Publisher
Fitness Information Technology

Language
English

UK Publication Date
20111001

Description

Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. This Handbook revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.

Nancy L. Lough, EdD, is a professor at the University of Nevada, Las Vegas. She teaches in the Higher Education Leadership program in the College of Education. She provides leadership for the sport administration concentration and directs both masters and doctoral degree programs. She teaches sport marketing, leadership development, governance, and sport in higher education. Previously she taught courses in consumer behavior, sport business, and women in sport. Her areas of expertise include marketing womens sport, corporate sponsorship of sport, leadership in college athletics, gender equity, Title IX, and work life balance in sport. Loughs recent research examines antecedents for professional advancement in athletic administration, exploration of work-life balance policies affecting institutional climate, sponsorship valuation and enhancement for womens sporting events, marketing and media influence on the success of womens sport properties, and the use of social marketing to promote social change through sport. Lough has extensive experience in college sport inclusive of both NCAA Division I and II programs in California, Texas, and Colorado. She has served as a consultant for professional sport organizations such as the LPGA, and for amateur sport organizations such as the Native American Sports Council, the New Mexico Sports Commission, and the Nevada Interscholastic Athletics Association. As a consultant, Lough assists with evaluation and strategic planning to ac

Type
BOOK

Keyword Index
Sports - Marketing - Research.

Country of Publication
West Virginia

Number of Pages
418

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Handbook of sport marketing research - Nancy L Lough

Description

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