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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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.
Introduction 1. Building Sports Brands - André Richelieu 2. The Internationalization of Sports Teams as Brands - André Richelieu 3. Sponsorship and Branding - Christoph Breuer, Tim Pawlowski, Christopher Rumpf 4. The Impact of the 2008 Summer Olympics on Beijing and China’s Image - Guojun ZenG, Frank Go, Christian Kolmer 5. Sport Events, Economic Impact and Regulation - Wladimir Andreff 6. Manufacturers of Equipment for Football Clubs: Strategy and Internationalization - Michel Desbordes 7. Be Ready to be Excited: The WWE’s Marketing Strategy and Economic Model - Michel Desbordes 8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach General - Michel Desbordes Conclusions: Some Things to Remember
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
EUR 3,72
In U.S.A.
Descrizione libro Condizione: New. Codice articolo ABLIING23Mar2317530323988
Descrizione libro Condizione: New. Codice articolo 21684925-n
Descrizione libro Paperback. Condizione: Brand New. 208 pages. 9.00x6.25x0.50 inches. In Stock. Codice articolo __1138795828
Descrizione libro PAP. Condizione: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice articolo L0-9781138795822
Descrizione libro Paperback. Condizione: new. Paperback. 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. This 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. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Codice articolo 9781138795822
Descrizione libro Condizione: New. Buy with confidence! Book is in new, never-used condition. Codice articolo bk1138795828xvz189zvxnew
Descrizione libro Condizione: New. Codice articolo I-9781138795822
Descrizione libro Condizione: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Codice articolo ria9781138795822_lsuk
Descrizione libro PF. Condizione: New. Codice articolo 6666-IUK-9781138795822
Descrizione libro Condizione: New. Codice articolo 21684925-n