Whether
professional or amateur, sports businesses must develop their brand and image
to meet the expectations of a diverse environment, consisting of fans,
sponsors, and other stakeholders. The value and instruments of market research
can provide the required resources for sports businesses to realize their
plans.

In Market Research in the Sports Industry,
Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market
research methods to be used by sports businesses. The book identifies and
explains the most effective uses of market research, drawing upon real-life
case studies. The application of the methods
presented in this book, ranging from the simplest - monitoring the environment
- to the most complex sampling methods, can significantly contribute to the
development of sports businesses by increasing the number of members, sponsors,
followers and fans.

The book will be
invaluable for researchers, educators and students of Sports Management and
Marketing, and it will also prove useful to sporting professionals seeking to
gain a competitive edge in the market.