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Sports Marketing: A Strategic Perspective, CourseSmart eTextbook, 4th Edition

By Matthew D Shank

Published by Prentice Hall

Published Date: Feb 28, 2008

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Description

For courses in Sports Marketing.

 

Shank provides a framework or conceptual model of the strategic marketing process that can be applied to the sports industry.

Table of Contents

Brief Contents

Preface

PART I: Contingency Framework For Strategic Sports Marketing

Chapter 1        Emergence of Sports Marketing

Chapter 2        Contingency Framework for Strategic Sports Marketing

PART II: Planning For Market Selection Decisions

Chapter 3        Research Tools for Understanding Sports Consumers

Chapter 4        Understanding Participants as Consumers

Chapter 5        Understanding Spectators as Consumers

Chapter 6        Segmentation, Targeting, and Positioning

PART III: Planning The Sports Marketing Mix

Chapter 7        Sports Product Concepts

Chapter 8        Managing Sports Products

Chapter 9        Promotion Concepts

Chapter 10      Promotion Mix Elements

Chapter 11      Sponsorship Programs

Chapter 12      Pricing Concepts and Strategies

PART IV:       Implementing And Controlling The Strategic Sports Marketing Process

Chapter 13      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

Photo Credits

Index

 

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Sports Marketing: A Strategic Perspective, CourseSmart eTextbook, 4th Edition
Format: Safari Book

$87.99 | ISBN-13: 978-0-13-228538-4