Sports Marketing: A Strategic Perspective (Second Edition): A Strategic Perspective (Second Edition)

Author: Matthew D. Shank
Publisher:
Publish Date: 2003-03-01
Features: This series covers all important areas of sports industry management. Most editions have been revised multiple times and have long established a classic and authoritative status abroad, with some even revised to the 12th edition, becoming evergreen textbooks. They provide inspiration, guidance, and practicality for the development and growth of the Chinese sports industry market. The advanced concepts of sports industry management, as well as practical skills and methods in sports and marketing management, will serve as a solid foundation for rapidly improving the level of sports industry management education in China. This book is composed of four interconnected parts: Part I introduces the connotation, extension, and uniqueness of sports marketing, as well as the planning of the strategic sports marketing process, the characteristics of sports participants and sports consumers, psychological and sociological factors influencing sports participation, and the motivations of the audience. It also discusses market selection decisions from the perspective of sports, including segmentation, targeting, and positioning. Part III elaborates on the sports marketing mix, including sports products, advertising, public relations, personal selling, promotions, and pricing strategies. Part IV focuses on the execution and control stages of the strategic management process, including how to implement marketing plans and how to monitor and evaluate these plans.