Global Sport Sponsorship: Sport Commerce and Culture
Editat de Bettina T. Cornwell, John M. Amisen Limba Engleză Paperback – 30 iun 2005
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Specificații
ISBN-13: 9781845200817
ISBN-10: 1845200810
Pagini: 336
Ilustrații: bibliography, index
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.55 kg
Editura: Bloomsbury Publishing
Colecția Berg Publishers
Seria Sport Commerce and Culture
Locul publicării:London, United Kingdom
ISBN-10: 1845200810
Pagini: 336
Ilustrații: bibliography, index
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.55 kg
Editura: Bloomsbury Publishing
Colecția Berg Publishers
Seria Sport Commerce and Culture
Locul publicării:London, United Kingdom
Caracteristici
Also available in hardback, 9781845200800 £50.00 (July, 2005)
Notă biografică
John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.
Cuprins
Chapter 1: Sport Sponsorship in a Global AgeJohn Amis T. Bettina CornwellChapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorshipRobert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda SchweinbenzChapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars CricketMichael Silk David AndrewsChapter 4: Global adidas: Sport, Celebrity, and the Marketing of DifferenceAndrew D. Grainger, Joshua I. Newman David L. AndrewsChapter 5: Sports Sponsorship and Tourism FlowsMike WeedChapter 6: The [E-]Business of Sport SponsorshipDetlev Zwick Oliver DieterleChapter 7: Global Sport Sponsorship: Towards a Strategic UnderstandingDon RoyChapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary ConditionsKevin GwinnerChapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services CategoryRobert Madrigal, Colleen Bee Monica LaBargeChapter 10: Alternative Global Avenues: Action Sports and EventsJames Gladden Mark McDonaldChapter 11: Ambush Marketing: Research and Management ImplicationsJanet HoekChapter 12: Building International Alliances through Sponsorship: An Exploratory InvestigationFrancis Farrelly Pascale QuesterChapter 13: Evaluating Sponsorship EffectsTony MeenaghanChapter 14: While the rich get richer Challenging inequities in conventional sport sponsorshipSally ShawChapter 15: Gay Games or Gay Olympics? Corporate Sponsorship IssuesHelen Jefferson LenskyjChapter 16: Conclusion: What now? What's next?T. Bettina Cornwell John Amis
Recenzii
Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.
A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.
A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.