Sports marketing : a strategic perspective

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Title:

Author:

Shank, Matthew D.

ISBN:

9780131440777

9780131293854

Personal Author:

Shank, Matthew D.

Edition:

3rd ed.

Publication Information:

Physical Description:

xxiv, 500 pages : illustrations ; 26 cm

Contents:

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.

Subject Term:

Sports -- United States -- Marketing.

Sports -- Economic aspects -- United States.

Sports -- États-Unis -- Marketing.

Sports -- Aspect économique -- États-Unis.

Sports -- Economic aspects. (OCoLC)fst01130450

Sports -- Marketing. (OCoLC)fst01130476

Marketing.

Sport.

Geographic Term:

United States. (OCoLC)fst01204155

Copies:

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Summary

Sports Marketing takes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport. This edition concentrates on the rising costs, escalating salaries, the price of new stadiums and arenas, and sports ethics versus the incredible appetite of consumers for sports. Extensive treatment is given to understanding consumers as spectators and participants; in addition to planning the sports marketing mix (product, price, promotion, and place), it examines the execution and evaluation of the planning process. An excellent source of information for directors of sports marketing, directors of sports promotion, athletic directors, directors of community/public relations, directors of ticket sales, directors of sponsorship sales, sports marketing coordinators, sports promotion coordinators, and recreation/borough sports directors.