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Mass Communication and Society Volume 22, 2019 - Issue 5
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Book Reviews

Brand Platform in the Professional Sport Industry: Sustaining Growth Through Innovation

Jingxuan Zheng and Daniel S. Mason. Cham, Switzerland: Palgrave Pivot, 2018, xii + 104 pp., ISBN No. 978-3-319-90352-1 (hardcover).

Thilo KunkelSchool of Sport, Tourism and Hospitality ManagementTemple University
Pages 689-690 | Published online: 13 Jun 2019

Reference

  • Mason, D. S. (1999). What is the sport product and who buys it? The marketing of professional sports leagues. European Journal of Marketing, 33, 402–418.

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