Whetherprofessional or amateur, sports businesses must develop their brand and imageto meet the expectations of a diverse environment, consisting of fans,sponsors, and other stakeholders. The value and instruments of market researchcan provide the required resources for sports businesses to realize theirplans.In Market Research in the Sports Industry,Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of marketresearch methods to be used by sports businesses. The book identifies andexplains the most effective uses of market research, drawing upon real-lifecase studies. The application of the methodspresented in this book, ranging from the simplest - monitoring the environment- to the most complex sampling methods, can significantly contribute to thedevelopment of sports businesses by increasing the number of members, sponsors,followers and fans.The book will beinvaluable for researchers, educators and students of Sports Management andMarketing, and it will also prove useful to sporting professionals seeking togain a competitive edge in the market. CPSIA choking or other US hazard warning -No California Proposition 65 hazard warning necessary