Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet

• Autore: Bouchet Patrick
• Pubblicazione: Milton Park, Abingdon, Oxon : , : Routledge, , 2013
• Descrizione fisica: 1 online resource (209 p.)
• Disciplina: 796.06
• Soggetto topico: Sports - Marketing; Professional sports - Economic aspects; Sports - Economic aspects; Sports - Social aspects
• Soggetto genere / forma: Electronic books.
• Altri autori: BodetGuillaume HillairetDieter
• 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
• Titolo autorizzato: Sport brands
• ISBN: 0-203-11466-3; 1-299-27882-5; 1-136-29184-9
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910465634103321
• Lo trovi qui: Univ. Federico II