Sports Marketing: A Strategic Perspective / Edition 3by Matthew Shank
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.
- 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 . . .
- Prentice Hall
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.20(w) x 9.56(h) x 0.93(d)
Table of Contents
|Part I||Contingency Framework for Strategic Sports Marketing||1|
|Chapter 1||Emergence of Sports Marketing||1|
|Chapter 2||Contingency Framework for Strategic Sports Marketing||41|
|Chapter 3||External and Internal Contingencies||71|
|Part II||Planning for Market Selection Decisions||107|
|Chapter 4||Research Tools for Understanding Sports Consumers||107|
|Chapter 5||Understanding Participants as Consumers||143|
|Chapter 6||Understanding Spectators as Consumers||183|
|Chapter 7||Segmentation, Targeting, and Positioning||215|
|Part III||Planning the Sports Marketing Mix||255|
|Chapter 8||Sports Product Concepts||255|
|Chapter 9||Managing Sports Products||295|
|Chapter 10||Promotion Concepts||329|
|Chapter 11||Promotion Mix Elements||357|
|Chapter 12||Sponsorship Programs||401|
|Chapter 13||Distribution Concepts||445|
|Chapter 14||Pricing Concepts||483|
|Chapter 15||Pricing Strategies||517|
|Part IV||Implementing and Controlling the Strategic Sports Marketing Process||539|
|Chapter 16||Implementing and Controlling the Strategic Sports Marketing Process||539|
|Appendix A||Career Opportunities in Sports Marketing||575|
|Appendix B||Sports Marketing Sites of Interest on the Internet||587|
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