Routledge Handbook of Sports Marketing

ISBN-13: 9780815394860 / Angielski / Miękka / 2017 / 424 str.

Opis

Showcasing the latest thinking and research in sport marketing from around the world, this book goes further than any other in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from 14 countries, it examines theories, concepts, issues and best practice across six thematic sections, covering brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development. With key topics such as consumer behaviour, marketing communications, strategic marketing and international marketing featured throughout, this is essential reading for any student, scholar or practitioner working in sport marketing.

Spis treści

Editors’ Introduction  1. Defining Sport Marketing  Section 1: Brands  Section Introduction  2. Congruency Effects in Sport Marketing  3. Brand Activation in Sport Organizations  4. The Strategic Building of a Sport Brand  5. Sport and City Branding  Section 2: Sponsorship  Section Introduction  6. Computing the impact of sponsor signage exposure within sports broadcasts  7. A Data-Driven Approach to Sponsorship Planning  8. Sports Sponsorship Decision Model: A conceptual model proposition  9. Multiple Sponsorship and the Globalization of Sport  10. Celebrity Athlete Endorsers: A Critical Review  Section 3: Ambush marketing  Section Introduction  11. A theoretical and empirical Overview of Ambush Marketing in Sports  12. Reconceptualising Ambush Marketing  13. Towards Regulation and Restriction of Ambush Marketing  Section 4: Customers, Fans and Spectators  Section Introduction  14. Relationship Marketing in Sports: Building and establishing longstanding relations in the business of sports  15. Experiential Marketing and Sporting Events  16. Managing Season Ticket Holders  17. Sport marketing professionals’ expertise and knowledge on consumer behaviour  18. Classifying Spectators  Section 5: Media  Section Introduction  19. Sport Marketing and New Media  20. Digital Media and Sport Marketing  Section 6: Marketing, Ethics and Development  Section Introduction  21. Grassroots sport – Achieving Corporate Social Responsibility through Sponsorship  22. Marketing Sport, Leisure and Recreation Participation  23. Managing Behavior: Organizational and Consumer Perspectives on Athlete Transgressions  24. Marketing Women’s Sport: A Global Perspective  25. The role of sport as an agent of social change and marketing performance. Examining the charitable face of Real Madrid  26. The Marketing and Legal Implications of the ATP Event Reorganization  Editors’ Conclusion

O autorze

Simon Chadwick is Chair in Sport Business Strategy and Marketing at Coventry University Business School, where he is also the founder and Director of the Centre for the International Business of Sport. He also currently serves as Consultant Research Director for Qatar's Supreme Committee for Delivery and Legacy, the body charged with organising the 2022 FIFA World Cup. Simon's research and teaching interests lie in the areas of sponsorship, sport marketing and commercial strategy in sport. Having previously worked at the Universities of London, where he was the founding Director of the Birkbeck Sport Business Centre, and the University of Leeds, where he was Programme Director for the MA in Advertising and Marketing, Simon is the founder and Editor of Sport, Business and Management: An International Journal and a former Editor of the International Journal of Sports Marketing and Sponsorship. He also recently created and edits the highly regarded academic website The Scorecard.

Nicolas Chanavat is Senior Lecturer in Sport Marketing at the Université Paris-Saclay, France, where he has been Director of the first year of the Sport Management master’s degree programme since 2010. His PhD (University of Lyon I/Loughborough University) deals with multiple sponsorship effects in a mega sporting event context. Nicolas’s main research interests are focused on marketing of football and mega sporting events (sponsorship and ambush marketing, branding strategies and sport organisations marketing, fan consumption). He has published severals books and numerous academic articles in this field. Nicolas worked for the French soccer club, Association Sportive de Saint-Étienne (ASSE). He was also Assistant Director and Director of the volunteers programme at the FIFA France Confederation Cup in 2003 and trainer for the volunteer instructors at the 2006 Torino Winter Olympic Games. Nicolas is administrator of the French National Olympic Academy and Director of Research Grants for the French Centre for Olympic Studies. He is also marketing and strategic consultant for the museum of the Grand Stade of Olympic Lyonnais.

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.