International sport marketing : issues and practice
Global sport marketing : contemporary issues and practice
Bok · Engelsk · 2019
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| Omfang | viii, 223 sider : illustrasjoner
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| Utgave | [Revidert utgave med ny tittel]
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| Opplysninger | Introduction -- Major Trends in the Sport Industry / André Richelieu -- The Sport Brand / André Richelieu -- The Role of Sport in Destination Branding Strategies / Christopher Hautbois -- Marketing Sport for Development and Peace / Andrew Webb -- Sport Events, Economic Impact and Regulation / Wladimir Andreff -- Football Club Equipment Manufacturers Strategy and Internationalization / Michel Desbordes -- Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model / Boris Helleu -- The Establishment and Management of Sports Arenas: A Neo-Marketing Approach / Michel Desbordes -- Conclusion: Towards New Horizons in Global Sports Marketing. - How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business. The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector. International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
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| Emner | idrett markedsføring økonomi sponsing arrangementer trender
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| Dewey | |
| ISBN | 978-0-367-15109-6
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