Sports Marketing

Matthew D. Shank is a Professor of Marketing and took office in July 2011 as the President of Marymount University in Arlington, Virginia, USA. Prior to Marymount, he served as Dean of the University of Dayton School of Business Administration. His teaching and research interests include consumer behavior, marketing research and sports marketing and he recently served as editor of Sport Marketing Quarterly Mark R. Lyberger is an Associate Professor at Kent State University, USA, where he serves as the undergraduate coordinator of Sport Administration and graduate coordinator of Sport & Recreation Management. His research interests have focused on consumer consumption behavior, sponsorship, marketing, marketing analytics, and leadership. He currently serves as the editor of The Journal of Sport

Preface  Part I: Contingency Framework for Strategic Sports Marketing  Chapter 1. Emergence of Sports Marketing  Chapter 2. Contingency Framework for Strategic Sports Marketing  Part II: Planning for Market Selection Decisions  Chapter 3. Research Tools for Understanding Sports Consumers  Chapter 4. Understanding Participants as Consumers  Chapter 5. Understanding Spectators as Consumers  Chapter 6. Segmentation, Targeting, and Positioning  Part III: Planning the Sports Marketing Mix  Chapter 7. Sports Product Concepts  Chapter 8. Managing Sports Products  Chapter 9. Promotion Concepts  Chapter 10. Promotion Mix Elements  Chapter 11. Sponsorship Programs  Chapter 12. Pricing Concepts and Strategies  Part IV: Implementing and Controlling the Strategic Sports Marketing Process  Chapter 13. Implementing & Controlling the Strategic Sports Marketing Process  Appendix A. Career Opportunities in Sports Marketing  Appendix B. Sports Marketing Sites of Interest on the Internet