Connecting with the sport consumer has never been more challenging that it is today. In a crowded marketplace, effective campaigns must speak to a specific audience while delivering mass appeal. Sports Marketing: Theory in Practice addresses key marketing components, paired with engaging practical assignments. Strategic homework assignments are embedded within each chapter, providing the framework for the reader’s complete marketing plan. The Multi-Touch Book introduces and outlines a new product’s marketing plan, from inception to pitch, by using relevant practical examples from the sporting world, challenging readers to do the same. Course: MKT 376