The aim of this paper is to describe how sport can contribute to the success of new products in other sectors than sport, especially for broadcasters, technical partners and image partners. The different tools of sports marketing are examined, according to the different steps of new product development process, through different exemples.
LARDINOIT, T. et LE NAGARD, E. (2003). Comment le marketing sportif peut-il contribuer à la création de nouveaux produits ? Dans: Actes du Congresso Internazionale “Le Tendenze del Marketing”. Universita Ca’Foscari Venezia.