Brief Contents Preface PART I: Contingency Framework For Strategic Sports Marketing Chapter 1        Emergence of Sports Marketing Chapter 2        Contingency Framework for Strategic 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 Chapter 6        Segmentation, Targeting, and Positioning PART III: Planning The Sports Marketing Mix Chapter 7        Sports Product Concepts Chapter 8        Managing Sports Products Chapter 9        Promotion Concepts Chapter 10      Promotion Mix Elements Chapter 11      Sponsorship Programs Chapter 12      Pricing Concepts and Strategies PART IV:       Implementing And Controlling The Strategic Sports Marketing Process Chapter 13      Implementing and Controlling the Strategic Sports Marketing Process Appendix A:Career Opportunities in Sports Marketing Appendix B:Sports Marketing Sites of Interest on the Internet Glossary Photo Credits Index  .