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Routledge Handbook of Sports Marketing de Simon Chadwick

Routledge Handbook of Sports Marketing: Routledge International Handbooks

Editat de Simon Chadwick, Nicolas Chanavat, Michel Desbordes
en Limba Engleză Hardback – 15 dec 2015
Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline.
Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as:
  • consumer behaviour
  • marketing communications
  • strategic marketing
  • international marketing
  • experiential marketing
  • and marketing and digital media
Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.
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Specificații

ISBN-13: 9781138823518
ISBN-10: 1138823511
Pagini: 424
Ilustrații: 43 black & white tables, 18 black & white halftones, 40 black & white line drawings
Dimensiuni: 174 x 246 x 30 mm
Greutate: 0.94 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge International Handbooks

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Cuprins

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

Descriere

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.