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Record Nr. |
UNINA9910820642803321 |
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Titolo |
Global sport marketing : contemporary issues and practice / / edited by Michel Desbordes and Andre Richelieu |
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Pubbl/distr/stampa |
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Abingdon [England] ; ; New York : , : Routledge, , 2012 |
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ISBN |
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1-136-45620-1 |
1-280-77649-8 |
9786613686886 |
0-203-12646-7 |
1-136-45621-X |
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Edizione |
[1st ed.] |
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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 research in sport business and management |
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Altri autori (Persone) |
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DesbordesMichel |
RichelieuAndre |
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Disciplina |
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Soggetti |
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Sports and globalization |
Sports - Economic aspects |
Sports - Marketing |
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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; Global Sport Marketing; Copyright; Contents; List of Figures; List of Tables; List of Boxes; List of Contributors; Introduction; Part I: Management of the brand and its internationalization; 1. Building sports brands; 2. The internationalization of sports teams as brands; 3. Sponsorship and branding; 4. The impact of the 2008 Summer Olympics on Beijing's and China's image; Part II: Events and their experiential dimension; 5. Sport events, economic impact and regulation; 6. Manufacturers of equipment for football clubs: Strategy and internationalization |
7. Be ready to be excited: The World Wrestling Entertainment's marketing strategy and economic model8. The establishment and management of sports arenas: A neo-marketing approach\; 9. General conclusions: Some things to remember; Index |
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Sommario/riassunto |
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Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important |
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