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SPORTS MARKETING : A STRATEGIC PERSPECTIVE /

"Sport Marketing: A Strategic Approach is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process sh...

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Bibliographic Details
Main Authors: Shank, Matthew D. (Author), Lyberger, Mark R. (Author)
Format: Book
Language:English
Published: Abingdon, Oxon ; New York, NY : Routledge, 2022
Edition:6th edition
Subjects:
Sports > United States > Marketing
Sports > Economic aspects > United States
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Table of Contents:
  • Part I: Contingency framework for strategic sports marketing
  • Emergence of sports marketing
  • Contingency framework for strategic sports marketing
  • Part II: Planning for market selection decisions
  • Research tools for understanding sports consumers
  • Understanding participants as consumers
  • Understanding spectators as consumers
  • Segmentation, targeting, and positioning
  • Part III: planning the sports marketing mix
  • Sports product concepts
  • Managing sports products
  • Promotion concepts
  • Promotion mix elements
  • Sponsorship programs
  • Pricing concepts and strategies
  • Part IV: Implementing and controlling the strategic sports marketing process
  • Implementing and controlling the strategic sports marketing process
  • Appendix A
  • Appendix B
  • Illustration Credits

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