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Marketing the Sports Organisation: Building Networks and Relationships de Alain Ferrand

Marketing the Sports Organisation: Building Networks and Relationships

Autor Alain Ferrand, Scott McCarthy
en Limba Engleză Paperback – 20 aug 2008
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. Marketing the Sports Organisation introduces the most effective marketing methods and tools available to sports organizations, and offers practical, step-by-step advice for sports organizations in the use of relationship marketing techniques.
Comprehensive and innovative in its approach, the book includes:
  • a practical framework for implementing relationship marketing throughout the product and service range
  • an in-depth examination of tools and methods that increase the value of the product for the consumer
  • a genuinely international approach, applicable in all countries
  • detailed international case studies from the world of sport.
Offering a thorough introduction to first principles in sports marketing, and focused throughout on best practice, this book is essential reading for all students of sport and business marketing, and for all professionals seeking to improve their sports marketing activity, in both commercial and non-profit contexts.
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Specificații

ISBN-13: 9780415453301
ISBN-10: 0415453305
Pagini: 320
Ilustrații: 52 tables
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.48 kg
Ediția:New.
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Professional

Cuprins

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

Notă biografică

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.

Descriere

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.