Sports Marketing: A Strategic Perspective / Edition 3

Sports Marketing: A Strategic Perspective / Edition 3

by Matthew Shank
     
 

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ISBN-10: 0131440772

ISBN-13: 9780131440777

Pub. Date: 10/01/2004

Publisher: Prentice Hall

Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. Sports Marketing is the only book to contain a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.

Overview

Programs and courses in sports marketing are emerging at universities across the country. Surprisingly, few sports marketing textbooks exist and none is written from a strategic marketing perspective. Sports Marketing is the only book to contain a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.

Also included:

  • An appreciation for the growing popularity of women's sports and the globalization of these sports.
  • An examination of current research in the area of sports marketing.
  • A balanced treatment of all aspects of sports marketing at all levels.
  • An introduction to the concepts and theories unique to sports marketing and a review of principles of marketing in the context of sports.
  • A comprehensive discussion of the functions of sports marketing.

And much, much more . . .

Product Details

ISBN-13:
9780131440777
Publisher:
Prentice Hall
Publication date:
10/01/2004
Edition description:
Older Edition
Pages:
624
Product dimensions:
8.20(w) x 9.56(h) x 0.93(d)

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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