Sports Marketing

Sports Marketing : A Strategic Perspective

3.45 (24 ratings by Goodreads)
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Description

For Sports Marketing courses offered in Business and/or Sports Administration programs. Keeping pace with the ever-changing environment of the sports world, Matt Shank takes a strategic business perspective and goes behind the scenes of sports marketing. Fully updated with new examples, the third editon is organized around a strategic marketing process framework and gives extensive treatment to understanding consumers as spectators and participants, as well as planning the sports marketing mix (product, price, promotion, and place). Also a popular choice because it offers more teaching resources than any other sports marketing/management textbook.show more

Product details

  • Paperback | 624 pages
  • 226 x 251 x 19mm | 916g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • 3rd International edition
  • 0131293850
  • 9780131293854

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.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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