Global Sport Marketing

Contemporary Issues and Practice

Michel Desbordes, André Richelieu (Herausgeber)

Buch | Softcover

208 Seiten

2014
Routledge (Verlag)
978-1-138-79582-2 (ISBN)

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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.

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 2. The Internationalization of Sports Teams as Brands 3. Sponsorship and Branding 4. The Impact of the 2008 Summer Olympics on Beijing and China’s Image 5. Sport Events, Economic Impact and Regulation 6. Manufacturers of Equipment for Football Clubs: Strategy and Internationalization 7. Be Ready to be Excited: The WWE’s Marketing Strategy and Economic Model 8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach General. Conclusions: Some Things to Remember

Erscheint lt. Verlag	17.7.2014
Reihe/Serie	Routledge Research in Sport Business and Management
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	314 g
Themenwelt	Sachbuch/Ratgeber ► Sport
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	1-138-79582-8 / 1138795828
ISBN-13	978-1-138-79582-2 / 9781138795822
Zustand	Neuware