Routledge handbook of sports marketing
著者
書誌事項
Routledge handbook of sports marketing
(Routledge international handbooks)
Routledge, 2016
- : hbk
大学図書館所蔵 全9件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
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