Sports marketing : a strategic perspective

著者

書誌事項

Sports marketing : a strategic perspective

Matthew D. Shank

Pearson Prentice Hall, c2009

4th ed

  • : hardcover

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注記

Includes index

内容説明・目次

内容説明

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.

目次

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

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