Sports marketing
Subtitle: a strategic perspective
By: Matthew D. Shank.
Edition: 4th ed.
Publisher: Pearson Prentice Hall
Published: 2009
Place of publication: Upper Saddle River, N.J
Language: eng
Number of pages: 453
ISBN-13: 9780132285353
Subjects: Sports -- United States -- Marketing; Sports -- Economic aspects -- United States
Notes: Includes bibliographical references and index.
Table of contents: title: Emergence of sports marketing; title: Contingency framework for strategic sports marketing; title: Research tools for understanding sports consumers; title: Understanding participants as consumers; title: Understanding spectators as consumers; title: Segmentation, targeting, and positioning; title: Sports product concepts; title: Managing sports products; title: Promotion concepts; title: Promotion mix elements; title: Sponsorship programs; title: Pricing concepts and strategies; title: Implementing and controlling the strategic sports marketing process.