Shank, Matthew D. <br/><br/>
Sports marketing :  a strategic perspective / 
Matthew D. Shank. 
 - 4th ed. 
 - Upper Saddle River, N.J. :  Pearson Prentice Hall,  c2009. 
 - xxiv, 453 p. :  ill. ;  26 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Implementing and controlling the strategic sports marketing process. 
<br/><br/> Written from a strategic marketing perspective, this book explores the complex and diverse nature of sports marketing. The author presents a framework to help explain and organise the process, and looks at how principles are applied in practice. 
<br/><br/><label>ISBN: </label>9780132285353 (hbk. : alk. paper) 0132285355 (hbk. : alk. paper) 9780138137458 (International ed. : pbk.) 0138137455 (International ed. : pbk.) 
<br/><br/><label>LCCN: </label>2008005328 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sports--Marketing.--United States<br/>Sports--Economic aspects--United States.
<br/><br/><label>LC Class. No.: </label>GV716  / .S42 2009 
<br/><br/><label>Dewey Class. No.: </label>796.06/98