Sports marketing : a strategic perspective /
Shank, Matthew D.
Sports marketing : a strategic perspective / Matthew D. Shank. - fourth edition - xxiv, 453 pages : illustrations ; 26 cm.
business bookfair2016
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.
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.
9780138137458 (International ed. : pbk.) 0138137455 (International ed. : pbk.) 9780132285353 (hbk. : alk. paper) 0132285355 (hbk. : alk. paper)
2008005328
GBA867482 bnb
Sports--Marketing.--United States
Sports--Economic aspects--United States.
796.0698 / S.M.S
Sports marketing : a strategic perspective / Matthew D. Shank. - fourth edition - xxiv, 453 pages : illustrations ; 26 cm.
business bookfair2016
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.
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.
9780138137458 (International ed. : pbk.) 0138137455 (International ed. : pbk.) 9780132285353 (hbk. : alk. paper) 0132285355 (hbk. : alk. paper)
2008005328
GBA867482 bnb
Sports--Marketing.--United States
Sports--Economic aspects--United States.
796.0698 / S.M.S