Global Sport Marketing: Contemporary Issues and Practice

ISBN-13: 9780415507202 / Angielski / Twarda / 2012 / 194 str.

Michel Desbordes; Andr Richelieu

Opis

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.

Spis treści

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