International sport marketing : issues and practice
Author(s)
Bibliographic Information
International sport marketing : issues and practice
(Routledge research in sport business and management)
Routledge, 2019
- : hbk
Available at 8 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business.
The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector.
International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
Table of Contents
Introduction, 1. Major Trends in the Sport Industry, 2. The Sport Brand, 3. The Role of Sport in Destination Branding Strategies, 4. Marketing Sport for Development and Peace: An Introduction, 5. Sport Events, Economic Impact and Regulation, 6. Football Club Equipment Manufacturers Strategy and Internationalization, 7. Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model, 8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach, Conclusion: Towards New Horizons in Global Sports Marketing
by "Nielsen BookData"