Sports Marketing: A Strategic Perspective

ISBN-13: 9780367141653 / Angielski / Miękka / 2021 / 796 str.

US) Lyberger Mark R. (Kent State University

Opis

This is the most authoritative, comprehensive and engaging introduction to sports marketing 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.

Spis treści

Part I: Contingency Framework for Strategic Sports Marketing,  1. Emergence of Sports Marketing,  2. Contingency Framework for Strategic Sports Marketing,  Part II: Planning for Market Selection Decisions,  3. Research Tools for Understanding Sports Consumers,  4. Understanding Participants as Consumers,  5. Understanding Spectators as Consumers,  6. Segmentation, Targeting, and Positioning,  Part III: Planning the Sports Marketing Mix,  7. Sports Product Concepts,  8. Managing Sports Products,  9. Promotion Concepts,  10. Promotion Mix Elements,  11. Sponsorship Programs,  12. Pricing Concepts and Strategies,  Part IV: Implementing and Controlling the Strategic Sports Marketing Process,  13. Implementing and Controlling the Strategic Sports Marketing Process,  Appendix A,  Appendix B,  Illustration Credits