Sports marketing :
Shank, Matthew D.
Sports marketing : a strategic perspective / Matthew D. Shank. - 4th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxiv, 453 p. : ill. ; 26 cm.
Includes bibliographical references.
Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Implementing and controlling the strategic sports marketing process.
9780132285353 (hbk. : alk. paper) 0132285355 (hbk. : alk. paper)
2008005328
Sports--Marketing.--United States
Sports--Economic aspects--United States.
658.83
Sports marketing : a strategic perspective / Matthew D. Shank. - 4th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxiv, 453 p. : ill. ; 26 cm.
Includes bibliographical references.
Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Implementing and controlling the strategic sports marketing process.
9780132285353 (hbk. : alk. paper) 0132285355 (hbk. : alk. paper)
2008005328
Sports--Marketing.--United States
Sports--Economic aspects--United States.
658.83