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Sports Marketing: A Strategic Perspective, 3rd Edition

By Matthew Shank

ISBN-10: 0-13-144077-2

ISBN-13: 978-0-13-144077-7

Published by Prentice Hall

Pub. Date: Oct 1, 2004

Format: Cloth

I. CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING.

1. Emergence of Sports Marketing.

2. Contingency Framework for Strategic Sports Marketing.

3. External and Internal Contingencies.

II. PLANNING FOR MARKET SELECTION DECISIONS.

4. Research Tools for Understanding Sports Consumers.

5. Understanding Participants as Consumers.

6. Understanding Spectators as Consumers.

7. Segmentation, Targeting, and Positioning.

III. PLANNING THE SPORTS MARKETING MIX.

8. Sports Product Concepts.

9. Managing Sports Products.

10. Promotion Concepts.

11. Promotion Mix Elements.

12. Sponsorship Programs.

13. Distribution Concepts.

14. Pricing Concepts.

15. Pricing Strategies.

IV. IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS.

16. Implementing and Controlling the Strategic Sports Marketing Process.

Appendix A. Career Opportunities in Sports Marketing.

Appendix B. Sports Marketing Sites of Interest on the Internet.

Glossary.

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