(eBook PDF) Sports Marketing: A Strategic Perspective, 5th edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1138015954
- ISBN-13 : 978-1138015951
- Author: Matthew D. Shank, Mark R. Lyberger
Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook 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.
Table contents:
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
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