Sports marketing : a strategic perspective / Matthew D. Shank.
Material type:
TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009.Edition: 4th edDescription: xxiv, 453 p. : ill. ; 26 cmISBN: - 9780132285353 (hbk. : alk. paper)
- 0132285355 (hbk. : alk. paper)
- 658.83 22
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Centeral Library First floor - Management | 658.83 S.M.S 2009 (Browse shelf(Opens below)) | Available | 10982-1 |
Includes bibliographical references.
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.
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