The PGA Tour system thrives because it creates compelling, life-changing stories that lie within a golfer's quest for achievement. In speaking with more than 20 golfers on the tour, this collection of stories about professional golfers and their recent career storylines provides new insight into the tour system.
Making Media Content: The Influence of Constituency Groups on Mass Media addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups.
Examines how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations.
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