Sports marketing : a strategic perspective / Matthew D. Shank.
Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c2002.Edition: [2nd ed.]Description: xxii, 613p. : ill., facsims., ports. ; 24 cmISBN:- 9780130407917 (hbk.) :
- 0130407917
- 659.19796 SHA
- 659.19796 21
- GV716 .S42 2002
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.