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This is the 4th edition with a publication date of 3/19/2008.
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KEY BENEFIT:Sports Marketingtakes a strategic business perspective, keeping pace with the ever-changing environment of the sports world. Organized around a framework of the strategic marketing process that can be applied to the sports industry, it provides an appreciation for the growing popularity of women's sports and the globalization of sport. KEY TOPICS: This edition concentrates on the rising costs, escalating salaries, the price of new stadiums and arenas, and sports ethics versus the incredible appetite of consumers for sports. Extensive treatment is given to understanding consumers as spectators and participants; in addition to planning the sports marketing mix (product, price, promotion, and place), it examines the execution and evaluation of the planning process. MARKET: An excellent source of information for directors of sports marketing, directors of sports promotion, athletic directors, directors of community/public relations, directors of ticket sales, directors of sponsorship sales, sports marketing coordinators, sports promotion coordinators, and recreation/borough sports directors.
Matthew D. Shank is Dean, School of Business Administration and Professor of Marketing University of Dayton.
Table of Contents
|Contingency Framework For Strategic Sports Marketing|
|Emergence of Sports Marketing|
|Contingency Framework for Strategic Sports Marketing|
|Planning For Market Selection Decisions|
|Research Tools for Understanding Sports Consumers|
|Understanding Participants as Consumers|
|Understanding Spectators as Consumers|
|Segmentation, Targeting, and Positioning|
|Planning The Sports Marketing Mix|
|Sports Product Concepts|
|Managing Sports Products|
|Promotion Mix Elements|
|Pricing Concepts and Strategies|
|Implementing And Controlling The Strategic Sports Marketing Process|
|Implementing and Controlling the Strategic Sports Marketing Process|
|Career Opportunities in Sports Marketing|
|Sports Marketing Sites of Interest on the Internet|
|Table of Contents provided by Publisher. All Rights Reserved.|