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Sports marketing : a strategic perspective.

By: Contributor(s): Material type: TextTextPublisher: Milton Park, Abingdon, Oxon ; New York, NY Routledge 2015Edition: 5th edition / Matthew D. Shank and Mark R. LybergerDescription: xxxii, 669 pages : illustrations (black and white, and colour) ; 25 cmISBN:
  • 9781138015968 (pbk.) :
  • 1138015962
  • 9781138015951 (hardback)
  • 9781138015968 (paperback)
Subject(s): DDC classification:
  • 796.0688 SHA
LOC classification:
  • GV716 .S42 2015
Contents:
Part I: Contingency framework for stategic sports marketing -- 1.Emergence of sports marketing -- 2.Contingency framework for strateigc sports marketing -- Part II.Planning for market selection decisions -- 3.Research tools for understanding sports consumers -- 4.Understanding participants as consumers -- 6.Segmentation, targeting and positioning -- Part III.Planning the sports marketing mix -- 7.Sports product concepts -- 8.Managing sports products -- 9.Promotion concepts -- 10.Promotion mix elements -- 11.Sponsorship programs -- 12.Pricing concepts and strategies -- Part IV.Implementing and controlling the strategic sports marketing process -- 13.Implementing and controlling the strategic sports marketing process.
Summary: This introductory textbook adopts a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behaviour, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 796.0688 SHA (Browse shelf(Opens below)) 1 Available 223585
Long Loan TUS: Midlands, Main Library Athlone General Lending 796.0688 SHA (Browse shelf(Opens below)) 1 Available 223586
Long Loan TUS: Midlands, Main Library Athlone General Lending 796.0688 SHA (Browse shelf(Opens below)) 1 Available 223584

Previous edition: Upper Saddle River: Pearson Prentice Hall, 2009.

Includes bibliographical references and index.

Part I: Contingency framework for stategic sports marketing -- 1.Emergence of sports marketing -- 2.Contingency framework for strateigc sports marketing -- Part II.Planning for market selection decisions -- 3.Research tools for understanding sports consumers -- 4.Understanding participants as consumers -- 6.Segmentation, targeting and positioning -- Part III.Planning the sports marketing mix -- 7.Sports product concepts -- 8.Managing sports products -- 9.Promotion concepts -- 10.Promotion mix elements -- 11.Sponsorship programs -- 12.Pricing concepts and strategies -- Part IV.Implementing and controlling the strategic sports marketing process -- 13.Implementing and controlling the strategic sports marketing process.

This introductory textbook adopts a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behaviour, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment.

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