Global Sport Marketing / Routledge Research in Sport Business and Management (ePub)
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This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.
André Richelieu is Professor in the Marketing Department at Laval University, Canada. He specializes in brand management and sports marketing. His research relates to how sports teams can leverage their brand equity by capitalizing on the emotional connection they share with their fans, and on how sports teams can internationalize their brand.
- 2012, 208 Seiten, Englisch
- Herausgegeben: Michel Desbordes, André Richelieu
- Verlag: Taylor & Francis
- ISBN-10: 1136456201
- ISBN-13: 9781136456206
- Erscheinungsdatum: 14.06.2012
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: ePub
- Grösse: 3.88 MB
- Mit Kopierschutz
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