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SPORTS MARKETING: A Strategic Perspective 4TH ED

By Matthew D Shank


Shank provides a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.

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.

480 pages
Publisher: Pearson; 4 edition (1 Mar. 2008)

ISBN-10: 0138137455
ISBN-13: 978-0138137458



Brief Contents

PART I: Contingency Framework For Strategic Sports Marketing
Chapter 1 Emergence of Sports Marketing
Chapter 2 Contingency Framework for Strategic Sports Marketing

PART II: Planning For Market Selection Decisions
Chapter 3 Research Tools for Understanding Sports Consumers
Chapter 4 Understanding Participants as Consumers
Chapter 5 Understanding Spectators as Consumers
Chapter 6 Segmentation, Targeting, and Positioning

PART III: Planning The Sports Marketing Mix
Chapter 7 Sports Product Concepts
Chapter 8 Managing Sports Products
Chapter 9 Promotion Concepts
Chapter 10 Promotion Mix Elements
Chapter 11 Sponsorship Programs
Chapter 12 Pricing Concepts and Strategies

PART IV: Implementing And Controlling The Strategic Sports Marketing Process
Chapter 13 Implementing and Controlling the Strategic Sports Marketing Process

Appendix A:Career Opportunities in Sports Marketing
Appendix B:Sports Marketing Sites of Interest on the Internet
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  • Seller location: Whangarei, Northland, NZ

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