Part I: Contingency framework for strategic sports marketing -- Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Part II: Planning for market selection decisions -- Research tools for understanding sports consumers -- Understanding participants as consumers --...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Shank, Matthew D. (VerfasserIn), Lyberger, Mark R. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	London ; New York Routledge 2022
Ausgabe:	6th edition
Schlagworte:	Marketing Sport USA Sports / United States / Marketing Sports / Economic aspects / United States Lehrbuch
Zusammenfassung:	Part I: Contingency framework for strategic sports marketing -- Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Part II: Planning for market selection decisions -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Part III: planning the sports marketing mix -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Part IV: Implementing and controlling the strategic sports marketing process -- Implementing and controlling the strategic sports marketing process -- Appendix A -- Appendix B -- Illustration Credits. "Sport Marketing: A Strategic Approach is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice. Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international cases and examples. In a new feature, successful sport marketers reflect on their careers and how they progressed in the sport marketing industry. It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice. A companion website offers additional resources for instructors and students, including an instructor's guide, test questions, presentation slides and useful weblinks"--
Beschreibung:	xii, 795 Seiten Illustrationen, Diagramme
ISBN:	9780367141646 9780367141653