This is the most authoritative, comprehensive and engaging introduction to sports marketing available. It is the only introductory textbook on this subject 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.
* Strategic approach - from goal-setting and planning to implementation and control
* Depth and breadth - substantial enough for any undergraduate or graduate course
* Cutting-edge - completely new cases and examples, and new material on e-marketing and technology
Students, faculty and sport marketing professionals can all benefit from the organized strategic framework presented in Shank and Lyberger's 6th edition. The framework, coupled with real world, relevant examples of sports marketing in action, presents a great introduction to the field.-Dr. Larry McCarthy, Associate Professor of Marketing, Seton Hall University, USA and President, Gaelic Athletic Association, Ireland.
The 6th edition provides excellent details of all aspects of sport marketing. In addition to presenting a strong theoretical base, it also incorporates practical examples from a wide array of sport industry segments. Each chapter utilizes sidebars and from the field discussions to maximize understanding.-Dr. Mark Nagel, Professor of Sport Management, University of South Carolina, USA.
With their updated edition, Shank and Lyberger provide an understanding of sports marketing that applies across the industry's ecosystem. Readers can learn from the perspective of sport properties (team, leagues, events, etc.), media partners, corporate sponsors, brand and event agencies, cause-related partners, and sporting participants. Through these diverse perspectives, learners are better prepared for the various opportunities emerging in the field.-Dr. Joe Cobbs, Professor of Sport Business and Event Management, Northern Kentucky University, USA.
This book emphasizes the importance of developing a strategic approach to understanding sport consumers and the broader market context. In these pages, Shank and Lyberger have crafted a cutting-edge contribution to the field, one with techniques and frameworks that are time tested and actually work in the highly competitive business of sport.-Dr. Nancy Lough, Professor of Higher Education, University of Nevada Las Vegas and President, Sport Marketing Association, USA.
Matthew D. Shank is President of the Virginia Foundation of Independent Colleges (VFIC), USA and President Emeritus of Marymount University, USA.
Mark R. Lyberger is Associate Professor of Sport Administration and Director of the Center for Sport and Recreation Development at Kent State University, USA.
Part I: Contingency Framework for Strategic Sports Marketing, 1. Emergence of Sports Marketing, 2. Contingency Framework for Strategic Sports Marketing, Part II: Planning for Market Selection Decisions, 3. Research Tools for Understanding Sports Consumers, 4. Understanding Participants as Consumers, 5. Understanding Spectators as Consumers, 6. Segmentation, Targeting, and Positioning, Part III: Planning the Sports Marketing Mix, 7. Sports Product Concepts, 8. Managing Sports Products, 9. Promotion Concepts, 10. Promotion Mix Elements, 11. Sponsorship Programs, 12. Pricing Concepts and Strategies, Part IV: Implementing and Controlling the Strategic Sports Marketing Process, 13. Implementing and Controlling the Strategic Sports Marketing Process, Appendix A, Appendix B, Illustration Credits