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.

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