- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Preface
- Acronyms
- List of figures and tables
- PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
- CHAPTER 1 Emergence of sports marketing
- What is sports marketing?
- Understanding the sports industry
- Basic marketing principles and processes applied to sport
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 2 Contingency framework for strategic sports marketing
- NBA Releases 2011–2012 Regular Season Schedule
- Contingency framework for strategic sports marketing
- Contingency approaches
- Internal and external contingencies
- Internal contingencies
- External contingencies
- Assessing the internal and external contingencies: SWOT analysis
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 1 Emergence of 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
- Factors influencing attendance
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 6 Segmentation, targeting, and positioning
- Segmentation
- Bases for segmentation
- Technical report – Sport England Market Segmentation
- Generation M2: media in the lives of 8- to 18-year-olds
- espnW: a brand for female athletes
- The IWFL and the history of women’s tackle football
- NFL may be hitting stride with female fans
- Move over Fútbol. The NFL scores big with Latinos
- Spotlight on international sports marketing: NBA continues to grow internationally
- Target markets
- Positioning
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- Segmentation
- PART III: PLANNING THE SPORTS MARKETING MIX
- CHAPTER 7 Sports product concepts
- Defining sports products
- Product characteristics
- Product design
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 8 Managing sports products
- Nike announces new Nike+ FuelBand – measuring movement to make life a sport
- New sports products
- The new product development process
- Product life cycle
- Diffusion of innovations
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 9 Promotion concepts
- CHAPTER 10 Promotion mix elements
- Advertising
- Advertising objectives
- Advertising budgeting
- Creative decisions
- Spotlight on Sports Marketing Ethics: Sex sells? Trend may be changing
- Spotlight on Sports Marketing Ethics: Lance Armstrong’s fall from athletic grace doesn’t diminish his greatest triumph
- Armstrong faces $200 million salary loss with reputation hit
- Big 4 jersey rights value put at $370M
- Career Spotlight: Kevin Rochlitz, Vice President, National Partnerships and Sales, Baltimore Ravens
- NBA cares evolving after 5 years of service
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- Advertising
- CHAPTER 11 Sponsorship programs
- Scheuring Speed Sports announces partnership with Ford Motor Company
- Growth of sponsorship
- Designing a sports sponsorship program
- Understanding why sponsorship continues to grow
- London 2012 sponsors and ambush – and the lessons for Rio 2016
- Beats by Dre gives headphones to British athletes, angering IOC
- Spotlight on Sports Marketing Ethics: BRAZIL: Congress adopts legislation to curb ambush marketing during 2016 summer Olympics
- Behind the scenes at the 2013 Waste Management Open
- Lance Armstrong Nike contract terminated
- Fenton High School looking at boosting corporate sponsorship of athletics
- Hot Seahawks add Boeing, Starbucks deals
- Spotlight on Sports Marketing Ethics – Nike won’t drop Penn State’s Paterno, so we should drop Nike
- Career Spotlight: Lesa Ukman and IEG
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 12 Pricing concepts and strategies
- What is price?
- The determinants of pricing
- Price adjustments
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 7 Sports product concepts
- PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS
- CHAPTER 13 Implementing and controlling the strategic sports marketing process
- Dew action sports tour
- Implementation
- Control
- Summary
- Key terms
- Review questions
- Exercises
- Internet exercises
- Endnotes
- CHAPTER 13 Implementing and controlling the strategic sports marketing process
- Appendix A: Career opportunities in sports marketing
- Appendix B: Some sports marketing sites of interest on the Internet
- Glossary
- Illustration credits
- Index
Shank: To Robert Ilseman and Donald Welling, for their dedication to youth sports
Lyberger: To all those who have supported my sporting endeavors, foremost, my father, wife, son and daughter
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