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Sports marketing : a strategic perspective / Matthew D. Shank.

By: Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2002.Edition: [2nd ed.]Description: xxii, 613p. : ill., facsims., ports. ; 24 cmISBN:
  • 9780130407917 (hbk.) :
  • 0130407917
Subject(s): DDC classification:
  • 659.19796 SHA
  • 659.19796 21
LOC classification:
  • GV716 .S42 2002
Contents:
Part I. CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING; 1. Emergence of Sports Marketing -- 2. Overview of the Contingency Framework for Strategic Sports Marketing -- 3. External and Internal Contingencies --Part II. PLANNING FOR MARKET SELECTION DECISIONS; 4. Tools for Understanding Sports Consumers -- 5. Understanding Participants as Consumers -- 6. Understanding Spectators as Consumers -- 7. Segmentation, Targeting and Positioning Part III. PLANNING THE SPORTS MARKETING MIX -- 8. Sports Products/Service Concepts -- 9. Developing and Managing Sports Products/Services -- 10. Promotion Concepts -- 11. Promotion Mix Elements -- 12. Sponsorship Programs -- 13. Distribution Concepts -- 14. Pricing Concepts -- 15. Developing a Pricing Strategy -- Part IV; IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS; 16. Implementing and Controlling the Strategic Sports Marketing Process. Appendix A. Careers in Sports Marketing. Appendix B. Internet Addresses of Interest.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 659.19796 SHA (Browse shelf(Opens below)) 1 Available 118691

Previous ed.: 1999.

Includes bibliographical references and index.

Part I. CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING; 1. Emergence of Sports Marketing -- 2. Overview of the Contingency Framework for Strategic Sports Marketing -- 3. External and Internal Contingencies --Part II. PLANNING FOR MARKET SELECTION DECISIONS; 4. Tools for Understanding Sports Consumers -- 5. Understanding Participants as Consumers -- 6. Understanding Spectators as Consumers -- 7. Segmentation, Targeting and Positioning Part III. PLANNING THE SPORTS MARKETING MIX -- 8. Sports Products/Service Concepts -- 9. Developing and Managing Sports Products/Services -- 10. Promotion Concepts -- 11. Promotion Mix Elements -- 12. Sponsorship Programs -- 13. Distribution Concepts -- 14. Pricing Concepts -- 15. Developing a Pricing Strategy -- Part IV; IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS; 16. Implementing and Controlling the Strategic Sports Marketing Process. Appendix A. Careers in Sports Marketing. Appendix B. Internet Addresses of Interest.

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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