Research Catalog

Title

International sport marketing : issues and practice / edited by Michel Desbordes and André Richelieu.

Publication

• Abingdon, Oxon ; New York, NY : Routledge, 2019.
• ©2019

Items in the Library & Off-site

Details

Additional Authors

• Desbordes, Michel
• Richelieu, André

Description

viii, 223 pages; 25 cm.

Summary

"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." -- Publisher's description.

Series Statement

Routledge research in sport business and management

Uniform Title

Routledge research in sport business and management

Subject

• Sports > Marketing
• Marketing
• Sport
• Sportökonomie

Bibliography (note)

• Includes bibliographical references and index.

Contents

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.

ISBN

• 9780367151096
• 036715109X
• 9780429055089 (canceled/invalid)
• 9780429619687 (canceled/invalid)
• 9780429621833 (canceled/invalid)
• 9780429617539 (canceled/invalid)

LCCN

• 2018061052
• 40029228894

OCLC

• on1081344142
• 1081344142
• SCSB-9432330

Owning Institutions

Princeton University Library