Shank, Matthew D. <br/><br/>
Sports marketing :  a strategic perspective / 
Matthew D. Shank. 
 - [2nd ed.]. 
 - Upper Saddle River, N.J. :  Prentice Hall,  c2002. 
 - xxii, 613p. :  ill., facsims., ports. ;  24 cm. 
<br/><br/> Previous ed.: 1999. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780130407917 (hbk.) :  �32.99 0130407917  �49.83 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sports--Marketing<br/>Sports--Marketing--United States<br/>Sport.<br/>Sales & marketing<br/>Sales & marketing management<br/>Hospitality & service industries<br/>Sports & active outdoor recreation
<br/><br/><label>LC Class. No.: </label>GV716  / .S42 2002 
<br/><br/><label>Dewey Class. No.: </label>659.19796 SHA 659.19796