Relationship marketing in sports
著者
書誌事項
Relationship marketing in sports
(Sports marketing series)
Routledge, 2016
- : hbk
大学図書館所蔵 全2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 (p. 185-193) and index
Originally published: Amsterdam : Butterworth-Heinemann, 2010
内容説明・目次
内容説明
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself.
Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with:
the first book to apply the principles of relationship marketing specifically to a sports context
case studies from around the world to provide a uniquely global approach applicable worldwide
strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links
practical advice for professional, semi-professional and non-professional sporting organisations
a companion website providing web links, case studies and PowerPoint slides for lecturers.
Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
目次
- Chapter 1. Introduction
- Chapter 2. The principles of relationship marketing
- Chapter 3. Professional sporting organisations and their relationships
- Chapter 4. Relationship marketing in sports - the fan perspective
- Chapter 5. Relationship marketing in sports - the sponsor perspective
- Chapter 6. Relationship marketing in sports - the media perspective
- Chapter 7. The extended marketing mix of relationship
- Chapter 8. Relationship marketing in sports - today and tomorrow.
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