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Shank, Matthew D.

Sports marketing a strategic perspective Matthew D. Shank - 4th ed - Upper Saddle River, N.J. Pearson Prentice Hall 2009 - xxiv, 453 páginas ilustraciones

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

ISBN: 0132285355 9780132285353

Subjects--Topical Terms:
Deportes--Aspectos económicos--Estados Unidos
Deportes--Mercadeo--Estados Unidos

Dewey Class. No.: 658.8