TY - BOOK AU - Shank,Matthew D. TI - Sports marketing: a strategic perspective SN - 9780132285353 (hbk. : alk. paper) U1 - 658.83 22 PY - 2009/// CY - Upper Saddle River, N.J. PB - Pearson Prentice Hall KW - Sports KW - United States KW - Marketing KW - Economic aspects N1 - 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 ER -