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9780132285353

Sports Marketing A Strategic Perspective

by
  • ISBN13:

    9780132285353

  • ISBN10:

    0132285355

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 2008-03-19
  • Publisher: Prentice Hall
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Summary

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.

Author Biography

Matthew D. Shank is Dean, School of Business Administration and Professor of Marketing University of Dayton.

Table of Contents

Brief Contents
Preface
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 Concepts
Promotion Mix Elements
Sponsorship Programs
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
Glossary
Photo Credits
Index
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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