Sports Marketing - A Strategic Perspective (Paperback, 3rd 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 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 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

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	November 2021
First published:	2022
Authors:	Matthew D. Shank • Mark R. Lyberger
Dimensions:	246 x 174 x 44mm (L x W x T)
Format:	Paperback
Pages:	808
Edition:	3rd Edition
ISBN-13:	978-0-367-14165-3
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Sport & Leisure > Sports & outdoor recreation > Sporting events, tours & organisations > General Books > Sport & Leisure > Sports & outdoor recreation > Sports training & coaching > General Promotions Books > Promotion > JB Academic
LSN:	0-367-14165-5
Barcode:	9780367141653

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