Sports marketing : a strategic perspective

著者

書誌事項

Sports marketing : a strategic perspective

Matthew D. Shank and Mark R. Lyberger

Routledge, 2022

6th ed

  • : hbk

大学図書館所蔵 件 / 全5件

この図書・雑誌をさがす

注記

First ed. published by Pearson 1998, 5th ed. published by Routledge 2015

Includes index

内容説明・目次

内容説明

* Strategic approach - from goal-setting and planning to implementation and control * Depth and breadth - substantial enough for any undergraduate or graduate course * Cutting-edge - completely new cases and examples, and new material on e-marketing and technology

目次

Part I: Contingency Framework for Strategic Sports Marketing, 1. Emergence of Sports Marketing, 2. Contingency Framework for Strategic Sports Marketing, Part II: Planning for Market Selection Decisions, 3. Research Tools for Understanding Sports Consumers, 4. Understanding Participants as Consumers, 5. Understanding Spectators as Consumers, 6. Segmentation, Targeting, and Positioning, Part III: Planning the Sports Marketing Mix, 7. Sports Product Concepts, 8. Managing Sports Products, 9. Promotion Concepts, 10. Promotion Mix Elements, 11. Sponsorship Programs, 12. Pricing Concepts and Strategies, Part IV: Implementing and Controlling the Strategic Sports Marketing Process, 13. Implementing and Controlling the Strategic Sports Marketing Process, Appendix A, Appendix B, Illustration Credits

「Nielsen BookData」 より

詳細情報

ページトップへ