A Strategic Perspective, 5th edition
"This book equips communication professionals with a valuable yet cost-efficient resource that blends theoretical and pragmatic principles....communication professionals should consider sport marketing an important segment of their reading repertoire. This fifth edition of Sports Marketing: A Strategic Perspective is an excellent starting point." - Mark Moore (2015) International Journal of Sports Communication, 8, 389-392.
Matthew D. Shank is a Professor of Marketing and took office in July 2011 as the President of Marymount University in Arlington, Virginia, USA. Prior to Marymount, he served as Dean of the University of Dayton School of Business Administration. His teaching and research interests include consumer behavior, marketing research and sports marketing and he recently served as editor of Sport Marketing Quarterly Mark R. Lyberger is an Associate Professor at Kent State University, USA, where he serves as the undergraduate coordinator of Sport Administration and graduate coordinator of Sport & Recreation Management. His research interests have focused on consumer consumption behavior, sponsorship, marketing, marketing analytics, and leadership. He currently serves as the editor of The Journal of Sport
Preface Part I: Contingency Framework for Strategic Sports Marketing Chapter 1. Emergence of Sports Marketing Chapter 2. Contingency Framework for Strategic Sports Marketing Part II: Planning for Market Selection Decisions Chapter 3. Research Tools for Understanding Sports Consumers Chapter 4. Understanding Participants as Consumers Chapter 5. Understanding Spectators as Consumers Chapter 6. Segmentation, Targeting, and Positioning Part III: Planning the Sports Marketing Mix Chapter 7. Sports Product Concepts Chapter 8. Managing Sports Products Chapter 9. Promotion Concepts Chapter 10. Promotion Mix Elements Chapter 11. Sponsorship Programs Chapter 12. Pricing Concepts and Strategies Part IV: Implementing and Controlling the Strategic Sports Marketing Process Chapter 13. Implementing & Controlling the Strategic Sports Marketing Process Appendix A. Career Opportunities in Sports Marketing Appendix B. Sports Marketing Sites of Interest on the Internet