| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910465634103321 |
|
|
Autore |
Bouchet Patrick |
|
|
Titolo |
Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet |
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Milton Park, Abingdon, Oxon : , : Routledge, , 2013 |
|
|
|
|
|
|
|
ISBN |
|
0-203-11466-3 |
1-299-27882-5 |
1-136-29184-9 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (209 p.) |
|
|
|
|
|
|
Collana |
|
Routledge sports marketing |
|
|
|
|
|
|
Altri autori (Persone) |
|
BodetGuillaume |
HillairetDieter |
|
|
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Sports - Marketing |
Professional sports - Economic aspects |
Sports - Economic aspects |
Sports - Social aspects |
Electronic books. |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
Description based upon print version of record. |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references and index. |
|
|
|
|
|
|
Nota di contenuto |
|
Cover; SPORT BRANDS; Copyright; CONTENTS; LIST OF FIGURES AND TABLES; PREFACE; INTRODUCTION: Concepts, values and contextual framing; The difficult objectification of sport brands; The diversity of brand theories; Brand and brand equity in terms of business and consumer; 1 THE GREAT VARIETY OF SPORT BRANDS; Classical brands; Sport-specific brands; Certification and label brands; 2 THE TANGIBLE INFLUENCE OF SPORT BRANDS; The weight and impact of sport brands; The sport brands' influence on consumerism; The influence of sports products; 3 THE INTANGIBLE INFLUENCE OF SPORT BRANDS |
The social and cultural influence of sport brandsCultural differences and sport brands consumption; Sport brands' identity and perceptions; 4 SUBCULTURES, COMMUNITIES AND SPORT BRANDS; The influence of social subcultures; The influence of sporting subcultures; The influence of sport brands' communities; 5 THE ECONOMIC AND SOCIAL VALUE OF SPORT BRANDS; Brands as drivers for companies' profitability; Sport brands innovation; Ethical and responsible sport brands' practices; 6 SPORT BRANDS' GROWTH STRATEGIES; Brand positioning and strategy; |
|
|
|
|
|
|
|
|
|
|
|
Vertical integration strategies |
Sport brands' extension strategiesLicensing and co-branding; 7 SPORT BRANDS' THREATS; Countering sport brands' aging; The pitfalls of excessive marketing; Resisting parasitism, boycott, social criticism and counterfeiting; CONCLUSION; NOTES; REFERENCES; INDEX |
|
|
|
|
|
|
Sommario/riassunto |
|
Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.The book covers the whole heterogeneity of sport brands, going |
|
|
|
|
|
|
|
| |