Alain Ferrand, Scott Mccarthy

Marketing the Sports Organisation

Building Networks and Relationships

• Gebundenes Buch

Produktbeschreibung

Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. This book introduces marketing methods and tools for sports organisations.

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Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its comprehensive and instructive approach makes it an essential manual for professionals and an invaluable resource for academics.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 320
• Erscheinungstermin: 1. Oktober 2008
• Englisch
• Abmessung: 244mm x 164mm x 24mm
• Gewicht: 629g
• ISBN-13: 9780415453295
• ISBN-10: 0415453291
• Artikelnr.: 25683403

Autorenporträt

Alain Ferrand is Professor of Marketing at the University of Poitiers, Director of the Business and Research Centre (CEREGE), Director of the Masters in Sport Organisations Management conducted in French, and an Associate Professor at the University of Turin and the Scuola Dello Sport, Rome (Italian Olympic Committee - CONI Servizi). Scott McCarthy has been Chief Executive of the British Judo Association since 2002. Before that he was Chief Executive of the Irish Basketball Association and spent ten years as a Foreign Service Officer for the United States Department of State.

Inhaltsangabe

Introduction 1. Sports Organisation Marketing: A Review 2. Relationship
Marketing in the World of Sport 3. Strategic Analysis for Relationship
Marketing 4. Implementing the Relationship Marketing Strategy 5. Conclusion
and Perspectives