Contingency Framework for Strategic Sports Marketing -- Emergence of Sports Marketing -- Overview of the 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. Career Opportunities in Sports Marketing -- Sports Marketing Sites of Interest on the Internet.