Sports Marketing
A Strategic Perspective
Matthew D. Shank, Mark R. Lyberger
- 696 Seiten
- English
- ePUB (handyfreundlich)
- Ăber iOS und Android verfĂŒgbar
Sports Marketing
A Strategic Perspective
Matthew D. Shank, Mark R. Lyberger
Ăber dieses Buch
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.
HĂ€ufig gestellte Fragen
PART I
Contingency framework for strategic sports marketing
1
Emergence of sports marketing
- Define sports marketing and discuss how the sports industry is related to the entertainment industry.
- Describe a marketing orientation and its relationship to the sports industry.
- Examine the growth of the sports industry.
- Discuss the simplified model of the consumerâsupplier relationship in the sports industry.
- Explain the different types of sports consumers.
- Identify historical trends and significant impacts of sport marketing practices.
- Define sports products and discuss the various types of sports products.
- Understand the different producers and intermediaries in the simplified model of the consumerâsupplier relationship in the sports industry.
- Discuss the elements in the sports marketing mix.
- Explain the exchange process and why it is important to sports marketers.
- Outline the elements of the strategic sports marketing process.