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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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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Descrizione libro Taylor and Francis 2012-04-30, London, 2012. hardback. Condizione libro: New. Codice libro della libreria 9780415507202
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Descrizione libro Routledge, 2012. HRD. Condizione libro: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Codice libro della libreria IP-9780415507202
Descrizione libro Routledge, 2012. Hardcover. Condizione libro: New. Codice libro della libreria INGM9780415507202
Descrizione libro Routledge, 2012. Hardcover. Condizione libro: Brand New. 1st edition. 208 pages. 9.49x6.46x0.63 inches. In Stock. Codice libro della libreria __0415507200