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date: 27 September 2020


Berkshire Encyclopedia of World Sport
David K. StotlarDavid K. STOTLAR

Contemporary marketing is focused on identifying consumer needs, producing the products or services to meet those needs, and reaching out to consumers to inform them of products they may be inclined to buy. Sports marketing differs from normal marketing in that products such as sporting events are unpredictable: it is impossible to guarantee a “great game.” Other marketing tactics are therefore required. ...

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