Sports Marketing : A Strategic Perspective (Paperback, 6 ed)

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