Description
Taylor & Francis Ltd Sports Marketing A Strategic Perspective by Matthew D. Shank, Mark R. Lyberger
Sports Marketing: A Strategic Perspective 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. Chapters contain 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 articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports 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. Table of Contents : Part I: Contingency Framework for Strategic Sports Marketing1 Emergence of Sports Marketing2 Contingency Framework for Strategic Sports MarketingPart II: Planning for Market Selection Decisions3 Research Tools for Understanding Sports Consumers4 Understanding Participants as Consumers5 Understanding Spectators as Consumers6 Segmentation, Targeting, and PositioningPart III: Planning the Sports Marketing Mix7 Sports Product Concepts8 Managing Sports Products9 Promotion Concepts10 Promotion Mix Elements11 Sponsorship Programs12 Pricing Concepts and StrategiesPart IV: Implementing and Controlling the Strategic Sports Marketing Process13 Implementing and Controlling the Strategic Sports Marketing ProcessAppendix AAppendix BIllustration Credits