Routledge Handbook of Sports Marketing (eBook, PDF)

Redaktion: Chadwick, Simon; Desbordes, Michel; Chanavat, Nicolas

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 424
• Erscheinungstermin: 22. Dezember 2015
• Englisch
• ISBN-13: 9781317584926
• Artikelnr.: 44477608

Autorenporträt

Simon Chadwick is Chair in Sport Business Strategy and Marketing at Coventry University Business School, where he is also the founder and Director of the Centre for the International Business of Sport. He also currently serves as Consultant Research Director for Qatar's Supreme Committee for Delivery and Legacy, the body charged with organising the 2022 FIFA World Cup. Simon's research and teaching interests lie in the areas of sponsorship, sport marketing and commercial strategy in sport. Having previously worked at the Universities of London, where he was the founding Director of the Birkbeck Sport Business Centre, and the University of Leeds, where he was Programme Director for the MA in Advertising and Marketing, Simon is the founder and Editor of Sport, Business and Management: An International Journal and a former Editor of the International Journal of Sports Marketing and Sponsorship. He also recently created and edits the highly regarded academic website The Scorecard. Nicolas Chanavat is Senior Lecturer in Sport Marketing at the Université Paris-Saclay, France, where he has been Director of the first year of the Sport Management master's degree programme since 2010. His PhD (University of Lyon I/Loughborough University) deals with multiple sponsorship effects in a mega sporting event context. Nicolas's main research interests are focused on marketing of football and mega sporting events (sponsorship and ambush marketing, branding strategies and sport organisations marketing, fan consumption). He has published severals books and numerous academic articles in this field. Nicolas worked for the French soccer club, Association Sportive de Saint-Étienne (ASSE). He was also Assistant Director and Director of the volunteers programme at the FIFA France Confederation Cup in 2003 and trainer for the volunteer instructors at the 2006 Torino Winter Olympic Games. Nicolas is administrator of the French National Olympic Academy and Director of Research Grants for the French Centre for Olympic Studies. He is also marketing and strategic consultant for the museum of the Grand Stade of Olympic Lyonnais. Michel Desbordes is Sports Marketing Professor at the University of Paris-Sud, France and Chief Editor of the International Journal of Sports Marketing and Sponsorship. As a Media Consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L'Équipe to discuss matters of sports business. He has also been Associate Professor at the University of Ottawa, Canada, and the Shanghai University of Sports, China. Michel has published 30 reference books in the field of sports marketing, as well as numerous academic articles.

Inhaltsangabe

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