03608oam 2200721I 450 991082064280332120240516211417.01-136-45620-11-280-77649-897866136868860-203-12646-71-136-45621-X10.4324/9780203126462 (CKB)2670000000205696(EBL)981897(OCoLC)804662421(SSID)ssj0000686027(PQKBManifestationID)11426941(PQKBTitleCode)TC0000686027(PQKBWorkID)10717664(PQKB)11515511(MiAaPQ)EBC981897(Au-PeEL)EBL981897(CaPaEBR)ebr10572231(CaONFJC)MIL368688(OCoLC)796804031(FINmELB)ELB137300(EXLCZ)99267000000020569620180706d2012 uy 0engur|n|---|||||txtccrGlobal sport marketing contemporary issues and practice /edited by Michel Desbordes and Andre Richelieu1st ed.Abingdon [England] ;New York :Routledge,2012.1 online resource (209 p.)Routledge research in sport business and managementDescription based upon print version of record.1-138-79582-8 0-415-50720-0 Includes bibliographical references and index.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 internationalization7. 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; IndexGlobalization 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 new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities.The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies fromRoutledge research in sport business and management.Sports and globalizationCross-cultural studiesSportsEconomic aspectsCross-cultural studiesSportsMarketingCross-cultural studiesSports and globalizationSportsEconomic aspectsSportsMarketing796.068/8Desbordes Michel1138450Richelieu Andre1625213MiAaPQMiAaPQMiAaPQBOOK9910820642803321Global sport marketing3960597UNINA