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Record Nr. |
UNINA9910808986803321 |
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Autore |
Bouchet Patrick |
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Titolo |
Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet |
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Pubbl/distr/stampa |
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Milton Park, Abingdon, Oxon : , : Routledge, , 2013 |
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ISBN |
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1-136-29183-0 |
0-203-11466-3 |
1-299-27882-5 |
1-136-29184-9 |
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Descrizione fisica |
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1 online resource (209 p.) |
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Collana |
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Routledge sports marketing |
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Altri autori (Persone) |
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BodetGuillaume |
HillairetDieter |
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Disciplina |
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Soggetti |
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Sports - Marketing |
Professional sports - Economic aspects |
Sports - Economic aspects |
Sports - Social aspects |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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; |
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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 |
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Sommario/riassunto |
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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 |
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