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Twenty-20 and English Domestic Cricket

Kitchin, Paul (2008) Twenty-20 and English Domestic Cricket. In: International Cases in the Business of Sport. (Eds: Chadwick, Simon and Arthur, David), Elsevier, pp. 101-113. ISBN 9780750685436 [Book section]

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URL: http://www.elsevier.com/wps/find/bookdescription.cws_home/713079/description


This case examines the brief history of the Twenty-20 Cup in English domestic cricket. From the outset the cup was seen by managers and stakeholders as an important marketing tool reposition the sport to connect with new audiences and target segments. Nevertheless work remains to be done to address the sport’s wider issues.

Item Type:Book section
Keywords:• Innovation • Market Research • ‘Match-day Experience’ • Repositioning
Faculties and Schools:Faculty of Life and Health Sciences
Faculty of Life and Health Sciences > School of Sport
Research Institutes and Groups:Sport and Exercise Sciences Research Institute > Centre for Sport in Society
Sport and Exercise Sciences Research Institute
ID Code:9060
Deposited By: Dr Paul Kitchin
Deposited On:11 Feb 2010 12:03
Last Modified:12 Feb 2014 12:09

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