Sport marketing is a growing and rapidly evolving industry. As such, managers need increasingly sophisticated approaches to evaluate and serve their markets. Sport marketing: managing the exchange process presents cutting edge conceptual and empirical approaches for managers to conduct relationships with consumers. The central theme of this book is the sport marketing exchange process. [The authors] focus on exchange because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer&… Topics include: fan identification; measuring participant and spectator motivations, brand equity; databases; niche marketing, service quality; sport sponsorship; personality matching and Internet marketing.