Sports Marketing

A Strategic Perspective

Matthew D. Shank - Collection International Edition

500 pages, parution le 18/10/2004 (3^eme édition)

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Indisponible

Résumé

For Sports Marketing courses offered in Business and/or Sports Administration programs

Keeping pace with the ever-changing environment of the sports world, Matt Shank takes a strategic business perspective and goes behind the scenes of sports marketing. Fully updated with new examples, the third edition is organized around a strategic marketing process framework and gives extensive treatment to understanding consumers as spectators and participants, as well as planning the sports marketing mix (product, price, promotion, and place). Also a popular choice because it offers more teaching resources than any other sports marketing/management textbook.

L'auteur - Matthew D. Shank

Matthew Shank, Northern Kentucky University

Sommaire

Contingency framework for strategic sports marketing
- Emergence of Sports Marketing
- Contingency Framework for Strategic Sports Marketing
- External and Internal Contingencies
Planning for market selection decisions
- Research Tools for Understanding Sports Consumers
- Understanding Participants as Consumers
- Understanding Spectators as Consumers
- Segmentation, Targeting, and Positioning
Planning the sports marketing mix
- Sports Product Concepts
- Managing Sports Products
- Promotion Concepts
- Promotion Mix Elements
- Sponsorship Programs
- Distribution Concepts
- Pricing Concepts
- Pricing Strategies
Implementing and controlling the strategic sports marketing process
- Implementing and Controlling the Strategic Sports Marketing Process

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Pearson
Auteur(s)	Matthew D. Shank
Collection	International Edition
Parution	18/10/2004
Édition	3^eme édition
Nb. de pages	500
Format	20 x 25
Couverture	Broché
Poids	812g
Intérieur	Noir et Blanc
EAN13	9780131293854
ISBN13	978-0-13-129385-4