Matthew D. Shank, Mark R. Lyberger

Sports Marketing (eBook, ePUB)

A Strategic Perspective

• Format: ePub

Produktbeschreibung

This is the most authoritative, comprehensive and engaging introduction to sports marketing available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 808
• Erscheinungstermin: 29. November 2021
• Englisch
• ISBN-13: 9780429638169
• Artikelnr.: 62950467

Autorenporträt

Matthew D. Shank is President of the Virginia Foundation of Independent Colleges (VFIC), USA and President Emeritus of Marymount University, USA.

Mark R. Lyberger is Associate Professor of Sport Administration and Director of the Center for Sport and Recreation Development at Kent State University, USA.

Inhaltsangabe

Part I: Contingency Framework for Strategic Sports Marketing
1. Emergence of Sports Marketing
2. Contingency Framework for Strategic Sports Marketing
Part II: Planning for Market Selection Decisions
3. Research Tools for Understanding Sports Consumers
4. Understanding Participants as Consumers
5. Understanding Spectators as Consumers
6. Segmentation
Targeting
and Positioning
Part III: Planning the Sports Marketing Mix
7. Sports Product Concepts
8. Managing Sports Products
9. Promotion Concepts
10. Promotion Mix Elements
11. Sponsorship Programs
12. Pricing Concepts and Strategies
Part IV: Implementing and Controlling the Strategic Sports Marketing Process
13. Implementing and Controlling the Strategic Sports Marketing Process
Appendix A
Appendix B
Illustration Credits