Audience data management is still one of the most under-maximised aspects of sports marketing. The industry has a lot to learn, and a lot of opportunities ahead of it once it masters the profiling of its audience. This book is a great catalyst for anyone trying to take the next steps in their education on CRM maximisation and presents it in a way that can educate everyone from leaders in the space through to people just arriving on the scene.

Nick Meacham, Managing Director, SportsPro Media

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