Routledge handbook of sports marketing:
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2016
|
| Schriftenreihe: | Routledge international handbooks
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xv, 407 Seiten Diagramme |
| ISBN: | 9781138823518 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804175887587868672 |
|---|---|
| adam_text | CONTENTS
List of illustrations ix
List of contributors xiii
Introduction 1
Simon Chadwick, Nicolas Chanavat and Michel Desbordes
1. Defining sports marketing 3
Sebastian Kaiser and Markus Breuer
PARTI
Brands 13
Section introduction 13
Simon Chadwick, Nicolas Chanavat and Michel Desbordes
2. Congruence effects in sports marketing: Determinants, measures,
and outcomes of fit or misfit 15
Bjorn Walliser
3. Brand activation in sports organizations 27
Frank Pons, Lionel Maltese and Marilyn Giroux
4. The strategic building of a football club: The case of Interbrand
and Shakhtar Donetsk 38
Paolo Guenzi and Manfredi Ricca
5. Sports and city branding: How useful are professional football
clubs for branding Europe’s cities? 51
Christopher Hautbois
v
Contents
PART II
Sponsorship ®
Section introduction 69
Nicolas Chanavat, Simon Chadwick and Michel Desbordes
6. Computing the impact of sponsor signage exposure within sports
broadcasts 71
Christopher Rumpf and Christoph Brener
7. A data-driven approach to sponsorship planning:
Multiple sponsorship selection 80
Larry DeGaris Mark Dodds and James T. Reese
8. Sports sponsorship decision model: A conceptual model proposition 92
Barbara M. B. Sd and Victor Manoel Cunha de Almeida
9. Effects of multiple sponsorship activities: Propositions and framework 110
Nicolas Chanavat, Michel Desbordes and Geoff Dickson
10. Celebrity athlete endorsers: A critical review 125
Ted B. Peetz and Nancy Lough
11. A sporting (mis)match? Assessing the objectives pursued and
evaluation measures employed by sports sponsors 141
Leah Gillooly
PART III
Ambush marketing 159
Section introduction 159
Nicolas Chanavat, Simon Chadwick and Michel Desbordes
12. A theoretical and empirical overview of ambush marketing in sports 161
Cerd Nufer and Andre Buhler
13. Ambush marketing in sports 180
Simon Chadwick, Nicholas Burton and Cheri Bradish
14. Towards the regulation and restriction of ambush marketing: The case
of the first truly social and digital Olympic Games: London 2012 195
Nicolas Chanavat and Michel Desbordes
vi
Contents
PART IV
Customers, spectators and fans 205
Section introduction 205
Nicolas Chanavat, Simon Chadwick and Michel Desbordes
15. Relationship marketing in sports: Building and establishing
longstanding relations in the business of sports 207
Andre Biihler and Gerd Nufer
16. Experiential marketing and sporting events 222
Guillaume Bodet
17. Managing season ticket holders 232
Heath McDonald
18. Sports marketing professionals’ expertise and knowledge on
consumer behaviour 249
Fabien Ghl and Gary Tribou
19. A methodology to classify spectators: The case of AIK in Stockholm 261
Sten Soderman
PART V
Media 275
Section introduction 275
Nicolas Chanavat, Simon Chadwick and Michel Desbordes
20. Sports marketing and new media: Value co-creation and
intertype competition 277
Patrizia Zagnoli and Elena Radicchi
21. Digital content and real time marketing: Strategic challenges for
the globalised football brands 299
Gregory Bolle
PART VI
Marketing, ethics and development 315
Section introduction 315
Nicolas Chanavat, Simon Chadwick and Michel Desbordes
vii
Contents
22. Grassroots sports: Achieving corporate social responsibility
through sponsorship 317
Marc Mazodier, Carotin Plewa, Karen Palmer and Pascale G. Quester
23. Marketing sports and recreation participation 327
Kostas Alexandris and Dan Funk
24. Managing behavior: Organizational and consumer perspectives
on athlete transgressions 340
Constantino Stapros, Kate Westberg, Bradley Wilson and Aaron C. T. Smith
25. Marketing women’s sports: A European versus North
American perspective 355
Nancy Lough and Ceyda Mumcu
26. The role of sports as an agent of social change and marketing
performance: Examining the charitable face of Real Madrid 369
Veronica Baena
27. The marketing and legal implications of the ATP event reorganization 383
Mark Dodds, George Vazenios and Justin Lovich
Conclusion 389
Index 392
viii
|
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| discipline | Sport |
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| spelling | Routledge handbook of sports marketing edited by Simon Chadwick, Nicolas Chanavat and Michel Desbordes Handbook of sports marketing London ; New York Routledge 2016 xv, 407 Seiten Diagramme txt rdacontent n rdamedia nc rdacarrier Routledge international handbooks Sports Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Sport (DE-588)4056366-2 gnd rswk-swf Sportsponsoring (DE-588)4207428-9 gnd rswk-swf Soziomarketing (DE-588)4116549-4 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Sportsponsoring (DE-588)4207428-9 s Marketing (DE-588)4037589-4 s Sport (DE-588)4056366-2 s Soziomarketing (DE-588)4116549-4 s 2\p DE-604 Chadwick, Simon 1964- (DE-588)173982565 edt Chanavat, Nicolas (DE-588)1083832808 edt Desbordes, Michel edt Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028758145&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Routledge handbook of sports marketing Sports Marketing Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Sportsponsoring (DE-588)4207428-9 gnd Soziomarketing (DE-588)4116549-4 gnd |
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| title | Routledge handbook of sports marketing |
| title_alt | Handbook of sports marketing |
| title_auth | Routledge handbook of sports marketing |
| title_exact_search | Routledge handbook of sports marketing |
| title_full | Routledge handbook of sports marketing edited by Simon Chadwick, Nicolas Chanavat and Michel Desbordes |
| title_fullStr | Routledge handbook of sports marketing edited by Simon Chadwick, Nicolas Chanavat and Michel Desbordes |
| title_full_unstemmed | Routledge handbook of sports marketing edited by Simon Chadwick, Nicolas Chanavat and Michel Desbordes |
| title_short | Routledge handbook of sports marketing |
| title_sort | routledge handbook of sports marketing |
| topic | Sports Marketing Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd Sportsponsoring (DE-588)4207428-9 gnd Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Sports Marketing Marketing Sport Sportsponsoring Soziomarketing Aufsatzsammlung |
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