Sports marketing : a strategic perspective / Matthew D. Shank.
Material type:
TextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009Edition: 4th edDescription: xxiv, 453 p. : ill. ; 26 cmISBN: 9780132285353 (hbk. : alk. paper); 0132285355 (hbk. : alk. paper); 9780138137458 (International ed. : pbk.); 0138137455 (International ed. : pbk.)Subject(s): Sports -- United States -- Marketing | Sports -- Economic aspects -- United StatesDDC classification: 796.06/98 LOC classification: GV716 | .S42 2009Online resources: Table of contents only | Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Books
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Main Library | GV716 .S42 2009 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000123828 |
Includes bibliographical references and index.
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.
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.
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