Sports Marketing - Strategic Perspectives (2nd Edition) Classic Translation Series for Sports Industry MBA

Author: Matthew D. Shank (USA)
Publisher:
Publish Date: 2003-03-01
Features: This book is composed of four interconnected parts: the adaptive framework of strategic sports marketing, decision-making on market selection, planning the sports marketing mix, and executing and controlling the strategic sports marketing process. Part 1 introduces the essence, 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 3 elaborates on the sports marketing mix, including sports products, advertising, public relations, personal selling, promotions, and pricing strategies. Part 4 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.