Gebundenes Buch

Global Sport Marketing

Contemporary Issues and Practice

Herausgeber: Desbordes, Michel; Richelieu, André

Beschreibung

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.

Autor

Michel Desbordes is Sports Marketing Professor at the University of Paris-Sud, France and Chief Editor of the International Journal of Sports Marketing and Sponsorship. As a Media Consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L'Équipe to discuss matters of sports business. He has also been Associate Professor at the University of Ottawa, Canada, and the Shanghai University of Sports, China. Michel has published 30 reference books in the field of sports marketing, as well as numerous academic articles. 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.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 210
• Erscheinungstermin: 30. April 2012
• Englisch
• Abmessung: 240mm x 161mm x 16mm
• Gewicht: 485g
• ISBN-13: 9780415507202
• ISBN-10: 0415507200
• Artikelnr.: 34744754