Sports Marketing : A Strategic Perspective
ISBN: 9780132285353 | 0132285355
Edition: 4thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 3/19/2008
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Matthew D. Shank is Dean, School of Business Administration and Professor of Marketing University of Dayton.
KEY BENEFIT:Sports Marketingtakes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport. KEY TOPICS: This edition concentrates on the rising costs, es... MORE
KEY BENEFIT:Sports Marketingtakes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport. KEY TOPICS: This edition concentrates on the rising costs, es... MORE
| Brief Contents | |
| Preface | |
| Contingency Framework For Strategic Sports Marketing | |
| Emergence of Sports Marketing | |
| Contingency Framework for Strategic Sports Marketing | |
| Planning For Market Selection Decisions | |
| Research Tools for Understanding Sports Consumers | |
| Understanding Participants as Consumers | |
| Understanding Spectators as Consumers | ... MORE|
| Segmentation, Targeting, and Positioning | |
| Planning The Sports Marketing Mix | |
| Sports Product Concepts | |
| Managing Sports Products | |
| Promotion Concepts | |
| Promotion Mix Elements | |
| Sponsorship Programs | |
| Pricing Concepts and Strategies | |
| Implementing And Controlling The Strategic Sports Marketing Process | |
| Implementing and Controlling the Strategic Sports Marketing Process | |
| Career Opportunities in Sports Marketing | |
| Sports Marketing Sites of Interest on the Internet | |
| Glossary | |
| Photo Credits | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Matthew D. Shank is Dean, School of Business Administration and Professor of Marketing University of Dayton.
