Sports Marketing: A Strategic Perspective / Edition 3

Sports Marketing: A Strategic Perspective / Edition 3

by Matthew Shank
     
 

ISBN-10: 0131440772

ISBN-13: 9780131440777

Pub. Date: 10/01/2004

Publisher: Prentice Hall

Sports Marketing: A Strategic Perspective offers you the latest concepts in sports marketing with applications to today's world of sports. This contemporary text illustrates the complex and diverse nature of sports marketing through a wide range of innovative materials including the video, Sports Marketing at Showtime.  See more details below

Overview

Sports Marketing: A Strategic Perspective offers you the latest concepts in sports marketing with applications to today's world of sports. This contemporary text illustrates the complex and diverse nature of sports marketing through a wide range of innovative materials including the video, Sports Marketing at Showtime.

Product Details

ISBN-13:
9780131440777
Publisher:
Prentice Hall
Publication date:
10/01/2004
Edition description:
Older Edition
Pages:
624
Sales rank:
1,313,996
Product dimensions:
8.20(w) x 9.56(h) x 0.93(d)

Table of Contents

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

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