Publisher's Synopsis
It is with tremendous pleasure that I share the enclosed contents drawn from more than eighty research presentations delivered at the Inaugural Sport Marketing Association Conference hosted by the University of Florida on 13 to 15 November 2003. Scholarly papers were presented on such subjects as corporate sponsorship, sport consumer behaviour, sport product branding, and technology's role in the promotion and sales process, all subjects of critical importance to those in pursuit of the best sport marketing practices.' -- From Richard Irwin's preface 'A Word From the President'.
