TY  - BOOK
AU  - Shank,Matthew D.
TI  - Sports marketing: a strategic perspective 
SN  - 9780138137458 (International ed. : pbk.)
U1  - 796.0698 22
PY  - 2009///]
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Sports
KW  - United States
KW  - Marketing
KW  - Economic aspects
N1  - 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
N2  - 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
ER  -