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THE BUSINESS OF CRICKET: The Story Of Sports Marketing In India
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THE BUSINESS OF CRICKET: The Story Of Sports Marketing In India [Kindle Edition]

Vijay Santhanam , Shyam Bala subramanian
3.0 out of 5 stars  See all reviews (1 customer review)

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Product Description

Product Description


Sports marketing is all-pervasive today – no matter where you look, there is no escaping a Dhoni, a Tendulkar or a Sehwag.

It wasn’t always like this. There was a time when sportspersons got fame from sport, but not the money commensurate with that fame. Then Sunil Gavaskar, India’s first batsman-entrepreneur, came along, and in his wake followed Kapil Dev and Sachin Tendulkar. Helped by television and competing multinational brands vying to expand their market in a liberalizing India, sports marketing, which in India is synonymous with cricket, exploded. The culmination of this process was the Indian Premier League (IPL), a brilliant marketing concept that was a win-win for players, sponsors, media and viewers alike.

This book, written by two sports enthusiasts who are also ace sports marketers with a combined international experience of forty years in marketing, takes us on an engaging and informative journey through the highs and lows of sports marketing in India. Along the way, the authors explain what constitutes good sports marketing, how the market can be expanded, what the prospects are for sports other than cricket, and why the sports fan needs to be better treated. An incisive, heartfelt book that will appeal to sports fans, marketers, advertisers as well as administrators.

The Business of Cricket: The Story of Sports Marketing in India.

About the Author

Shyam Balasubramaniam and Vijay Santhanam, both graduates of Indian Institute of Management, Ahmedabad, have a combined corporate marketing experience of forty years across local, regional and global roles. Shyam s travels have taken him across twenty countries with different cultures and customs, but speaking one language sport. Santhanam, passionate about cricket, has worked for Godrej Soaps, Procter and Gamble and Castrol. They have previously authored If Cricket is Religion, Sachin is God.

Product details

  • Format: Kindle Edition
  • File Size: 1679 KB
  • Print Length: 174 pages
  • Publisher: HarperCollins Publishers India (24 December 2013)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #69,911 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

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Most Helpful Customer Reviews
3.0 out of 5 stars Entertaining, yes. Insightful, no 15 April 2014
By amitesh
Format:Paperback|Verified Purchase
'The Business of Cricket' is a breezy read. As a product, the book has the potential to attract both the hardcore aficionados and the non-Cricket-lovers (a rarity in India). However, the book falls short of being a definitive text on sports marketing. Don't get me wrong, the book does cover well the association of brands with cricket over the years and cricket's metamorphosis into a money-spinning apparatus. But among all the amusing anecdotes of the past and the branding wingding, authors lose the larger perspective of keeping focus on the economics of the game. 'The Business of Cricket', in my opinion, lacks the deep wisdom of an edgy, incisive business book. Nonetheless, for someone just setting out to learn the ropes of sports marketing, 'The Business of Cricket' provides an apt starting point. ([...])
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