Sports marketing : a strategic perspective
著者
書誌事項
Sports marketing : a strategic perspective
Pearson Prentice Hall, c2009
4th ed
- : hardcover
大学図書館所蔵 全9件
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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