6th Edition
Sports Marketing 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
Biography
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.
"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.
