Sports Marketing (6^th Ed.)
A Strategic Perspective

Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive, and engaging introduction to sports marketing currently 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.

Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology, and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly changing international sports business environment. Chapters contain extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice.

Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports marketing industry.

It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

A companion website offers additional resources for instructors and students, including an instructor?s guide, test questions, presentation slides, and useful weblinks.

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

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.