Overview

"This work examines the evolution of road racing in America from elite marathons to charity races for the masses. It also analyzes the role of advertising and marketing in this transformation. This monograph is composed of 6 chapters related to American running culture. The research looks at the evolution of running including the first and second ""running crazes,"" and the individuals instrumental in the development of running culture. The history of the modern marathon is reviewed from several different angles. The evolution of road racing in the United States is described, both in terms of the event style and purpose. The authors discuss the concept of running as a marketed brand in advertising, and the types of marketing used to promote running as well as the types of products marketed in the running culture. It reviews the organizations founded to benefit from races, and the culmination of the transition of marathon running from elite competitive sport to fitness activity. The utilization of road races for charity and philanthropy are explored. This work will appeal to scholars in the areas of psychology, sociology, marketing, advertising, and public relations."

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9780773414310

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Reviews

"""...a fantastic tale of high-level paradoxical dilemmas in the running world as a sport and technological 'window' on the competitive world."" (Prof. Gary I. Wade Drake University) ""...approaches the culture of running in America...informative and entertaining..."" (Prof. Traci A. Statler California State University, Fullerton)"""

...a fantastic tale of high-level paradoxical dilemmas in the running world as a sport and technological 'window' on the competitive world. (Prof. Gary I. Wade Drake University) ...approaches the culture of running in America...informative and entertaining... (Prof. Traci A. Statler California State University, Fullerton)

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