Sports Marketing

Sports Marketing

3.45 (24 ratings by Goodreads)
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Description

For courses in Sports Marketing, offered in the College of Business, or in Sports Administration programs. Sports Marketing takes a strategic business perspective. Organized around a framework of the strategic marketing process that can be applied to the sports industry, this text provides an appreciation for the growing popularity of women's sports and the globalization of sport. This edition includes a running case throughout the text using the XFL; up-to-date examples and research; and extensive interviews with sports marketing practitioners.show more

Product details

  • Hardback | 640 pages
  • 178.8 x 250.4 x 27.9mm | 1,084.09g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • Revised
  • 2nd Revised edition
  • facsimiles, portraits
  • 0130407917
  • 9780130407917

Back cover copy

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 . . .show more

Table of contents

I. CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING. 1. Emergence of Sports Marketing. 2. Contingency Framework for Strategic Sports Marketing. 3. External and Internal Contingencies. II. PLANNING FOR MARKET SELECTION DECISIONS. 4. Research Tools for Understanding Sports Consumers. 5. Understanding Participants as Consumers. 6. Understanding Spectators as Consumers. 7. Segmentation, Targeting and Positioning. III. PLANNING THE SPORTS MARKETING MIX. 8. Sports Product Concepts. 9. Managing Sports Products. 10. Promotion Concepts. 11. Promotion Mix Elements. 12. Sponsorship Programs. 13. Distribution Concepts. 14. Pricing Concepts. 15. Pricing Strategies. IV. IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS. 16. 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.show more

Rating details

24 ratings
3.45 out of 5 stars
5 17% (4)
4 38% (9)
3 25% (6)
2 17% (4)
1 4% (1)
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