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Global Sport Marketing: Contemporary Issues and Practice (Routledge Research in Sport Business and Management) - Softcover

Buch 1 von 29: Routledge Research in Sport Business and Management
 
9781138795822: Global Sport Marketing: Contemporary Issues and Practice (Routledge Research in Sport Business and Management)
Softcover
ISBN 10: 1138795828 ISBN 13: 9781138795822
Verlag: Routledge, 2014

Inhaltsangabe

Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.

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Über die Autorin bzw. den Autor

Michel Desbordes is Professor at the University of Paris Sud 11, France, and Associate Professor at the ISC school of management (Paris, France). He is a specialist in sports marketing, and his research focuses on the management of sport events, sports sponsorship and marketing applied to football.

André Richelieu is Professor in the Marketing Department at Laval University, Canada. He specializes in brand management and sports marketing. His research relates to how sports teams can leverage their brand equity by capitalizing on the emotional connection they share with their fans, and on how sports teams can internationalize their brand.

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Verlag
Routledge
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
1138795828
ISBN 13 
9781138795822
Einband
Taschenbuch
Anzahl der Seiten
208
Herausgeber
Desbordes Michel
Kontakt zum Hersteller
BOOKS etc..
cs@booksetc.co.uk

BOOKS etc.
Aldershot
Vereinigtes Königreich
Verantwortliche Person
GPSR Kontakt
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Deutschland