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The Global Football Industry: Marketing Perspectives de James J. Zhang

The Global Football Industry: Marketing Perspectives: World Association for Sport Management Series

Editat de James J. Zhang, Brenda G. Pitts
en Limba Engleză Hardback – 8 feb 2018

In recent years, football's status as the world's sport has shown little sign of waning. From increasing participation at grassroots levels and to the highly lucrative media rights deals secured by the top elite clubs, the game appears to be thriving as it continues to excite and enthral billions of people around the globe. Nevertheless, there are a number of challenges and opportunities facing the football industry today that warrant further examination.

This book brings together leading international researchers to survey the current state of the global football industry, exploring contemporary themes and issues in the marketing of football around the world. With contributions from Europe, Asia and the Americas, it discusses key topics such as football club management, the economics of the football industry, match-fixing, social media, fan experiences, the globalized marketplace, and the growing popularity of the women's game.

Offering insights for researchers, managers, and marketers who are looking to stay ahead of the game, The Global Football Industry: Marketing Perspectives is essential reading for anyone with an interest in international sport business.

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Specificații

ISBN-13: 9780815360568
ISBN-10: 0815360568
Pagini: 352
Ilustrații: 24 Line drawings, black and white; 3 Halftones, black and white; 47 Tables, black and white; 27 Illustrations, black and white
Dimensiuni: 156 x 234 x 25 mm
Greutate: 0.66 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria World Association for Sport Management Series

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Cuprins

Section I: Global Football Industry  1. Contemporary Global Football Industry: An Introduction  2. European Grassroots Football: Structural and Managerial Peculiarities  3. Economic Importance of Football in Germany  4. Non-local Portuguese Football Fans and Their Love for ‘The Big Three’  5. The Driving Forces of Competitive Balance in European Football: A Review of Europe’s Top Leagues  6. Competitive Balance in the Chinese Football League  Section II: Marketing Perspectives  7. Psychographic Profiling and Segmenting Major Indoor Football League Fans  8. When the Beautiful Game Turns Ugly: Fan Experiences of Perceived Match Fixing in Football  9. Videographic Analysis of "Weird Guys": What Do Relationships Mean to Football Fans?  10. Comparison of Marketing Approaches in Men’s and Women’s Football Events  11. The Equalizer: Feminist Themes in NWSL Club Marketing  12. General Game Support Programs Associated with Professional Team Sports
 

Notă biografică

James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia in Athens, Georgia, USA
Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University in Atlanta, Georgia, USA

Descriere

In recent years, football's status as the world's sport has shown little sign of waning. From increasing participation at grassroots levels and to the highly lucrative media rights deals secured by the top elite clubs, the game appears to be thriving as it continues to excite and enthral billions of people around the globe. Nevertheless, there are a number of challenges and opportunities facing the football industry today that warrant further examination.

This book brings together leading international researchers to survey the current state of the global football industry, exploring contemporary themes and issues in the marketing of football around the world. With contributions from Europe, Asia and the Americas, it discusses key topics such as football club management, the economics of the football industry, match-fixing, social media, fan experiences, the globalized marketplace, and the growing popularity of the women's game.

Offering insights for researchers, managers, and marketers who are looking to stay ahead of the game, The Global Football Industry: Marketing Perspectives is essential reading for anyone with an interest in international sport business.