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Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet
| Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet |
| Autore | Bouchet Patrick |
| Pubbl/distr/stampa | Milton Park, Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (209 p.) |
| Disciplina | 796.06 |
| Altri autori (Persone) |
BodetGuillaume
HillairetDieter |
| Collana | Routledge sports marketing |
| Soggetto topico |
Sports - Marketing
Professional sports - Economic aspects Sports - Economic aspects Sports - Social aspects |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-203-11466-3
1-299-27882-5 1-136-29184-9 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910465634103321 |
Bouchet Patrick
|
||
| Milton Park, Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet
| Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet |
| Autore | Bouchet Patrick |
| Pubbl/distr/stampa | Milton Park, Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (209 p.) |
| Disciplina | 796.06 |
| Altri autori (Persone) |
BodetGuillaume
HillairetDieter |
| Collana | Routledge sports marketing |
| Soggetto topico |
Sports - Marketing
Professional sports - Economic aspects Sports - Economic aspects Sports - Social aspects |
| ISBN |
1-136-29183-0
0-203-11466-3 1-299-27882-5 1-136-29184-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910792192703321 |
|
Bouchet Patrick
|
||
| Milton Park, Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet
| Sport brands / / Patrick Bouchet, Dieter Hillairet and Guillaume Bodet |
| Autore | Bouchet Patrick |
| Pubbl/distr/stampa | Milton Park, Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (209 p.) |
| Disciplina | 796.06 |
| Altri autori (Persone) |
BodetGuillaume
HillairetDieter |
| Collana | Routledge sports marketing |
| Soggetto topico |
Sports - Marketing
Professional sports - Economic aspects Sports - Economic aspects Sports - Social aspects |
| ISBN |
1-136-29183-0
0-203-11466-3 1-299-27882-5 1-136-29184-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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 |
| Record Nr. | UNINA-9910808986803321 |
|
Bouchet Patrick
|
||
| Milton Park, Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||