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Sports marketing : a strategic perspective / Matthew D. Shank.

By: Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, [2009]Producer: ©2009. Edition: fourth editionDescription: xxiv, 453 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780138137458 (International ed. : pbk.)
  • 0138137455 (International ed. : pbk.)
  • 9780132285353 (hbk. : alk. paper)
  • 0132285355 (hbk. : alk. paper)
Subject(s): DDC classification:
  • 796.0698 22 S.M.S
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B10 Commerce and business administration ( Marketing ) 796.0698 S.M.S (Browse shelf(Opens below)) Available 00012764

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.

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