Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, USA.James J. Zhang is Professor of Sport Management and Director of the International Center for Sport Management (ICSM) at the University of Georgia, USA.

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• 1. Management and Marketing of Sports in the U.S.: An Introduction, 2. The Governance of Sports in the USA, 3. Development of Youth Sport: A Historical Perspective, 4. Youth and High School Sports in the United States: Structural and Gender Perspectives, 5. Marketing Practices in National Junior College Athletic Association Men’s Basketball Programs, 6. Critical Leadership in the Management and Marketing University Athletics, 7. Generational Market Segmentation of Millennial Sport Fans: Use of Generational Cohort Approach, 8. Better Understanding Hockey Fans: A Review of Sport Fan Consumption Literature, 9. Consumer Behavior of Women’s Sports, 10. BIRFing and CORSing of Sport Fans: A Case Analysis, 11. Internships, Practicum, and Professional Marketability, 12. Differentiation of Service Quality in the Health-Fitness Setting: A Segmentation Analysis