Sports marketing : a strategic perspective

ISBN: 9781138015968 (paperback)
ISBN: 9781138015951 (hardback)
ISBN: 9781315794082 (ebook)
Physical Description: print xxxii, 669 p. : col. ill. ; 26 cm
Edition: 5th ed.
Publisher: Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2015.

Shank, Matthew D. (Author). Lyberger, Mark R. (Added Author).

Summary: This 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.