Sports marketing : a strategic perspective / Matthew D. Shank
Material type:
TextPublication details: New Jersey : Pearson, c2009Edition: Fourth editionDescription: xxiv, 453 pages : illustrations ; 27 cmISBN: 9780132285353Subject(s): SPORTS -- MARKETING -- UNITED STATESLOC classification: GC GV 716 .S53 2009
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National University - Manila | National University - Manila | Physical Education - Sports and Wellness | General Circulation | GC GV 716 .S53 2009 (Browse shelf (Opens below)) | c.1 | Currently in local use | 01/24/2025 | NULIB000008066 |
Includes bibliographical references and index.
Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- 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
For courses in Sports Marketing. Shank provides a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.
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