Sports Marketing: A Strategic Perspective / Edition 4

Sports Marketing: A Strategic Perspective / Edition 4

by Matthew D Shank
     
 

ISBN-10: 0132285355

ISBN-13: 9780132285353

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

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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.

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Product Details

ISBN-13:
9780132285353
Publisher:
Prentice Hall
Publication date:
02/28/2008
Series:
Pearson Custom Business Resources Series
Edition description:
Older Edition
Pages:
480
Sales rank:
901,873
Product dimensions:
8.18(w) x 9.92(h) x 1.18(d)

Table of Contents

Brief Contents

Preface

PART I: Contingency Framework For Strategic Sports Marketing

Chapter 1 Emergence of Sports Marketing

Chapter 2 Contingency Framework for Strategic Sports Marketing

PART II: Planning For Market Selection Decisions

Chapter 3 Research Tools for Understanding Sports Consumers

Chapter 4 Understanding Participants as Consumers

Chapter 5 Understanding Spectators as Consumers

Chapter 6 Segmentation, Targeting, and Positioning

PART III: Planning The Sports Marketing Mix

Chapter 7 Sports Product Concepts

Chapter 8 Managing Sports Products

Chapter 9 Promotion Concepts

Chapter 10 Promotion Mix Elements

Chapter 11 Sponsorship Programs

Chapter 12 Pricing Concepts and Strategies

PART IV: Implementing And Controlling The Strategic Sports Marketing Process

Chapter 13 Implementing and Controlling the Strategic Sports Marketing Process

Appendix A:Career Opportunities in Sports Marketing

Appendix B:Sports Marketing Sites of Interest on the Internet

Glossary

Photo Credits

Index

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