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100   $a20180706d2012      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aGlobal sport marketing $econtemporary issues and practice /$fedited by Michel Desbordes and Andre Richelieu
205   $a1st ed.
210  1$aAbingdon [England] ;$aNew York :$cRoutledge,$d2012.
215   $a1 online resource (209 p.)
225 1 $aRoutledge research in sport business and management
300   $aDescription based upon print version of record.
311   $a1-138-79582-8 
311   $a0-415-50720-0 
320   $aIncludes bibliographical references and index.
327   $aCover; 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
327   $a7. 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
330   $aGlobalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities.The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from
410  0$aRoutledge research in sport business and management.
606   $aSports and globalization$vCross-cultural studies
606   $aSports$xEconomic aspects$vCross-cultural studies
606   $aSports$xMarketing$vCross-cultural studies
615  0$aSports and globalization
615  0$aSports$xEconomic aspects
615  0$aSports$xMarketing
676   $a796.068/8
701   $aDesbordes$b Michel$01138450
701   $aRichelieu$b Andre$01625213
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910820642803321
996   $aGlobal sport marketing$93960597
997   $aUNINA