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Sports marketing : a strategic perspective /

By: Shank, Matthew D.
Publisher: Upper Saddle River, N.J. : Pearson Education, c2009Description: xxiv, 453 p. : ill., plates ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780132285353 (hardcover : alk. paper); 9780132285353; 0132285355 (hardcover : alk. paper).Subject(s): Sports -- United States -- Marketing | Sports -- Economic aspects -- United StatesDDC classification: 796.0698
Contents:
Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Implementing and controlling the strategic sports marketing process.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 796.0698 SHA (Browse shelf(Opens below)) 1 Available 0067693
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 796.0698 SHA (Browse shelf(Opens below)) 2 Available 0067694
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 796.0698 SHA (Browse shelf(Opens below)) 3 Available 0067695
Total holds: 0

Includes bibliographical references and index.

Emergence of sports marketing -- Contingency framework for strategic sports marketing -- Research tools for understanding sports consumers -- Understanding participants as consumers -- Understanding spectators as consumers -- Segmentation, targeting, and positioning -- Sports product concepts -- Managing sports products -- Promotion concepts -- Promotion mix elements -- Sponsorship programs -- Pricing concepts and strategies -- Implementing and controlling the strategic sports marketing process.

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