Sports Marketing

In *Sports Marketing: A Strategic Perspective*, 6th Edition, authors Matthew D. Shank and Mark R. Lyberger present a textbook on sports marketing management. The text uses a strategic framework to direct each stage of the marketing process, from initial goal-setting and planning through implementation and organizational control.

Primary subject areas include consumer behavior, market research, product management, pricing, promotions, sponsorship, business ethics, technology, and e-marketing.

This sixth edition incorporates expanded discussion of social and digital media, analytics, and contemporary ethical issues. The material is prepared for students in sports marketing or sports business courses.