Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook 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. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors’ guide, test bank, presentation slides and useful weblinks.

Sports Marketing: A Strategic Perspective 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.

Ancillary materials are available online at www.routledge.com/cw/shank.

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. He came to UD from the College of Business at Northern Kentucky University, where he spent seventeen years as a faculty member and chair of the Department of Management and Marketing. Prior to his tenure at NKU, Shank spent a year as a visiting professor at the University of Mississippi and two years as a marketing research manager with Maritz Inc. In 2003–04, he was an American Council for Education (ACE) Fellow at Vanderbilt University. Shank’s teaching and research interests include consumer behavior, marketing research and sports marketing. He recently served as editor of Sport Marketing Quarterly and has published in numerous journals and conference proceedings.

Mark R. Lyberger is an Associate Professor at Kent State University in the United States, 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, has published and reviewed in numerous journals, and presented his works both nationally and internationally. In addition, Lyberger resides on the board of a number of non-profit and for profit organizations and currently serves as the Director for the Center of Sport, Recreation, & Tourism Development. He has worked collaboratively with a variety of community, educational and business organizations to enhance market and leadership development and to conduct market, market analytics, consumer behavior and facility usage/impact feasibility studies.