Sports marketing : a strategic perspective
著者
書誌事項
Sports marketing : a strategic perspective
Pearson/Prentice Hall, c2005
3rd ed
- : international ed.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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.
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