Vista normal Vista MARC Vista ISBD

Shank, Matthew D.

Sports marketing : a strategic perspective / Matthew D. Shank. - 4 ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxiv, 453 p. : il., grafs., fot. byn., etc.

Incluye referencias bibliográficas, índice, glosario, etc.

Pte. 1. Contingency framework for strategic sport marketing -- Cap. 1. Emergence of sports marketing -- 2. Contingency framework for strategic sports marketing -- Pte. 2. Planning for market selection decisions -- Cap. 3. Research tools for understanding sports consumers -- 4. Understanding participants as consumers -- 5. Understanding spectators as consumers -- 6. Segmentation, targeting, and positioning -- Pte. 3. Planning the sports marketing mix -- Cap. 7. Sports product concepts -- 8. Managing sports products -- 9. Promotion concepts -- 10. Promotion mix elements -- 11. Sponsorship programs -- 12. Pricing concepts and strategies -- Pte. 4. Implementing and controlling the strategic sports marketing process -- Cap. 13. Implementing and controlling the strategic sports marketing process.

ISBN: 9780132285353 (pasta dura) 0132285355 (pasta dura)

Subjects--Uniform Titles:
Marketing Deportivo

Subjects--Topical Terms:
Sports--Marketing--United States
Sports--Economic Aspects--United States

Dewey Class. No.: 658.804 / S528