Sports Marketing, 5th Edition / Shank, Matthew.

Format:

Book

Author/Creator:

Shank, Matthew, author.

Lyberger, Mark, author.

Language:

English

Subjects (All):

Sports--United States--Marketing.

Sports.

Sports--Economic aspects--United States.

Physical Description:

1 online resource (672 pages)

Edition:

5th edition

Place of Publication:

Routledge, 2014.

System Details:

text file

Summary:

Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook 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 which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective 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.

Contents:

pt. 1. Contingency framework for strategic sports

pt. 2. Planning for market selection decisions

pt. 3. Planning the sports marketing mix

pt. 4. Implementing and controlling the strategic sports marketing process.

Notes:

Online resource; Title from title page (viewed October 3, 2014)

Includes bibliographical references and index.

ISBN:

9781317743446

131774344X

OCLC:

962419805