Sports Marketing: A Strategic Perspective / Edition 4

Sports Marketing: A Strategic Perspective / Edition 4

by Matthew D Shank
     
 

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ISBN-10: 0132285355

ISBN-13: 2900132285352

Pub. Date: 02/28/2008

Publisher: Prentice Hall

KEY BENEFIT: Sports Marketing takes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of

Overview

KEY BENEFIT: Sports Marketing takes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport.

KEY TOPICS: This edition concentrates on the rising costs, escalating salaries, the price of new stadiums and arenas, and sports ethics versus the incredible appetite of consumers for sports. Extensive treatment is given to understanding consumers as spectators and participants; in addition to planning the sports marketing mix (product, price, promotion, and place), it examines the execution and evaluation of the planning process.

MARKET: An excellent source of information for directors of sports marketing, directors of sports promotion, athletic directors, directors of community/public relations, directors of ticket sales, directors of sponsorship sales, sports marketing coordinators, sports promotion coordinators, and recreation/borough sports directors.

Product Details

ISBN-13:
2900132285352
Publisher:
Prentice Hall
Publication date:
02/28/2008
Series:
Pearson Custom Business Resources Series
Edition description:
Older Edition
Pages:
480

Table of Contents

Prefacexvi
Part IContingency Framework for Strategic Sports Marketing1
Chapter 1Emergence of Sports Marketing1
Chapter 2Contingency Framework for Strategic Sports Marketing41
Chapter 3External and Internal Contingencies71
Part IIPlanning for Market Selection Decisions107
Chapter 4Research Tools for Understanding Sports Consumers107
Chapter 5Understanding Participants as Consumers143
Chapter 6Understanding Spectators as Consumers183
Chapter 7Segmentation, Targeting, and Positioning215
Part IIIPlanning the Sports Marketing Mix255
Chapter 8Sports Product Concepts255
Chapter 9Managing Sports Products295
Chapter 10Promotion Concepts329
Chapter 11Promotion Mix Elements357
Chapter 12Sponsorship Programs401
Chapter 13Distribution Concepts445
Chapter 14Pricing Concepts483
Chapter 15Pricing Strategies517
Part IVImplementing and Controlling the Strategic Sports Marketing Process539
Chapter 16Implementing and Controlling the Strategic Sports Marketing Process539
Appendix ACareer Opportunities in Sports Marketing575
Appendix BSports Marketing Sites of Interest on the Internet587
Glossary591
Photo Credits603
Index605

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