Sports marketing : a strategic perspective

Author(s)

• Shank, Matthew D.

Bibliographic Information

Sports marketing : a strategic perspective

Matthew D. Shank

（Pearson international edition）

Pearson Education International, c2009

4th ed

Note

Includes index

Description and Table of Contents

Description

For courses in Sports Marketing. Shank provides a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.

Table of Contents

Brief Contents Preface PART I: Contingency Framework For Strategic Sports Marketing Chapter 1 Emergence of Sports Marketing Chapter 2 Contingency Framework for Strategic Sports Marketing PART II: Planning For Market Selection Decisions Chapter 3 Research Tools for Understanding Sports Consumers Chapter 4 Understanding Participants as Consumers Chapter 5 Understanding Spectators as Consumers Chapter 6 Segmentation, Targeting, and Positioning PART III: Planning The Sports Marketing Mix Chapter 7 Sports Product Concepts Chapter 8 Managing Sports Products Chapter 9 Promotion Concepts Chapter 10 Promotion Mix Elements Chapter 11 Sponsorship Programs Chapter 12 Pricing Concepts and Strategies PART IV: Implementing And Controlling The Strategic Sports Marketing Process Chapter 13 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

by "Nielsen BookData"

Details

• NCID: BA86237594
• ISBN:
  • 9780138137458
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Upper Saddle River, N.J.
• Pages/Volumes: xxiv, 453 p.
• Size: 26 cm
• Parent Bibliography ID:
  • BA82923680