Marketing the sports organisation : building networks and relationships

著者

書誌事項

Marketing the sports organisation : building networks and relationships

Alain Ferrand and Scott McCarthy

Routledge, 2009

  • : pbk
  • : hbk

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注記

Bibliography: p. [282]-286

Includes index

内容説明・目次

巻冊次

: hbk ISBN 9780415453295

内容説明

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.

目次

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
巻冊次

: pbk ISBN 9780415453301

内容説明

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.

目次

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

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