Sports marketing : a strategic perspective
著者
書誌事項
Sports marketing : a strategic perspective
Routledge, 2022
6th ed
- : hbk
大学図書館所蔵 全5件
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
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