Sports marketing : a strategic perspective - Shank, Matthew D. (Upper Saddle River, N.J. : Pearson Prentice Hall, 2009)
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.
Includes bibliographical references.
Keywords: Sports -- United States -- Marketing; Sports -- Economic aspects -- United States