Contingency framework for strategic sports marketing -- Emergence of Sports Marketing -- Contingency Framework for Strategic Sports Marketing -- External and Internal Contingencies -- Planning for market selection decisions -- Research Tools for Understanding Sports Consumers -- Understanding Participants as Consumers -- Understanding Spectators as Consumers -- Segmentation, Targeting, and Positioning -- Planning the sports marketing mix -- Sports Product Concepts -- Managing Sports Products -- Promotion Concepts -- Promotion Mix Elements -- Sponsorship Programs -- Distribution Concepts -- Pricing Concepts -- Pricing Strategies -- Implementing and controlling the strategic sports marketing process -- Implementing and Controlling the Strategic Sports Marketing Process.