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.