Routledge handbook of sports marketing:
Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than an...
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2018
|
| Ausgabe: | First published in paperback |
| Schriftenreihe: | Routledge international handbooks
|
| Schlagworte: | |
| Zusammenfassung: | Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections―brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development―and examines key topics such as: consumer behaviour, marketing communications, strategic marketing, international marketing, experiential marketing and marketing and digital media. Comprehensive and authoritative, the "Routledge handbook of sports marketing" is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge |
| Beschreibung: | xv, 407 Seiten Illustrationen, Diagramme 26 cm |
| ISBN: | 9780815394860 9781138823518 |
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| 505 | 8 | |a 1. Defining sports marketing / Sebastian Kaiser and Markus Breuer -- 2. Congruency effects in sport marketing : determinants, measures, and outcomes of fit or misfit / Björn Walliser -- 3. Brand activation in sport organizations / Franck Pons, Lionel Maltese and Marilyn Giroux -- 4. The strategic building of a football club : the case of Interbrand and Shakhtar Donetsk / Paolo Guenzi and Manfredi Ricca -- 5. Sports and city branding : how useful are professional football clubs for branding Europe's cities? / Christopher Hautbois -- 6. Computing the impact of sponsor signage exposure within sports broadcasts / Christopher Rumpf and Christoph Breuer -- 7. A data-driven approach to sponsorship planning : multiple sponsorship selection / Larry DeGaris, Mark Dodds and James T. Reese -- 8. Sports sponsorship decision model : a conceptual model proposition / Barbara M.B. Sá and Victor Manoel Cunha de Almeida -- | |
| 505 | 8 | |a 9. Effects of multiple sponsorship activities : propositions and framework / Nicolas Chanavat, Michel Desbordes and Geoff Dickson -- 10. Celebrity athlete endorsers : a critical review / Ted B. Peetz and Nancy Lough -- 11. A sporting (mis)match? Assessing the objectives pursued and evaluation measures employed by sports sponsors / Leah Gillooly -- 12. A theoretical and empirical overview of ambush marketing in sports / Gerd Nufer & André Bühler -- 13. Ambush marketing in sports / Simon Chadwick, Nicholas Burton and Cheri Bradish -- 14. Towards regulation and restriction of ambush marketing : the case of the first truly social and digital Olympic Games, London 2012 / Nicolas Chanavat and Michel Desbordes -- 15. Relationship marketing in sports : building and establishing longstanding relations in the business of sports / André Bühler and Gerd Nufer -- 16. Experiential marketing and sporting events / Guillaume Bodet -- 17. Managing season ticket holders / Heath McDonald -- | |
| 505 | 8 | |a 18. Sports marketing professionals' expertise and knowledge on consumer behaviour / Fabien Ohl and Gary Tribou -- 19. A methodology to classifying spectators : the case of AIK in Stockholm / Sten Söderman -- 20. Sport marketing and new media : value co-creation and intertype competition / Patrizia Zagnoli and Elena Radicchi -- 21. Digital media and real time marketing : strategic challenges for the golbalised football brands / Grégory Bolle -- 22. Grassroots sports : achieving corporate social responsibility through sponsorship / Marc Mazodier, Caroline Plewa, Karen Palmer, and Pascale G. Quester -- 23. Marketing sports and recreation participation / Kostas Alexandris and Dan Funk -- 24. Managing behavior : organizational and consumer perspectives on athlete transgressions / Constantino Stavros, Kate Westberg, Bradley Wilson and Aaron C.T. Smith -- 25. Marketing women's sport : a European versus North American perspective / Nancy Lough and Ceyda Mumcu -- | |
| 505 | 8 | |a 26. The role of sport as an agent of social change and marketing performance : examining the charitable face of Real Madrid / Verónica Baena -- 27. The marketing and legal implications of the ATP event reorganization / Mark Dodds, George Vazenios and Justin Lovich | |
| 520 | 3 | |a Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections―brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development―and examines key topics such as: consumer behaviour, marketing communications, strategic marketing, international marketing, experiential marketing and marketing and digital media. Comprehensive and authoritative, the "Routledge handbook of sports marketing" is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge | |
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| contents | 1. Defining sports marketing / Sebastian Kaiser and Markus Breuer -- 2. Congruency effects in sport marketing : determinants, measures, and outcomes of fit or misfit / Björn Walliser -- 3. Brand activation in sport organizations / Franck Pons, Lionel Maltese and Marilyn Giroux -- 4. The strategic building of a football club : the case of Interbrand and Shakhtar Donetsk / Paolo Guenzi and Manfredi Ricca -- 5. Sports and city branding : how useful are professional football clubs for branding Europe's cities? / Christopher Hautbois -- 6. Computing the impact of sponsor signage exposure within sports broadcasts / Christopher Rumpf and Christoph Breuer -- 7. A data-driven approach to sponsorship planning : multiple sponsorship selection / Larry DeGaris, Mark Dodds and James T. Reese -- 8. Sports sponsorship decision model : a conceptual model proposition / Barbara M.B. Sá and Victor Manoel Cunha de Almeida -- 9. Effects of multiple sponsorship activities : propositions and framework / Nicolas Chanavat, Michel Desbordes and Geoff Dickson -- 10. Celebrity athlete endorsers : a critical review / Ted B. Peetz and Nancy Lough -- 11. A sporting (mis)match? Assessing the objectives pursued and evaluation measures employed by sports sponsors / Leah Gillooly -- 12. A theoretical and empirical overview of ambush marketing in sports / Gerd Nufer & André Bühler -- 13. Ambush marketing in sports / Simon Chadwick, Nicholas Burton and Cheri Bradish -- 14. Towards regulation and restriction of ambush marketing : the case of the first truly social and digital Olympic Games, London 2012 / Nicolas Chanavat and Michel Desbordes -- 15. Relationship marketing in sports : building and establishing longstanding relations in the business of sports / André Bühler and Gerd Nufer -- 16. Experiential marketing and sporting events / Guillaume Bodet -- 17. Managing season ticket holders / Heath McDonald -- 18. Sports marketing professionals' expertise and knowledge on consumer behaviour / Fabien Ohl and Gary Tribou -- 19. A methodology to classifying spectators : the case of AIK in Stockholm / Sten Söderman -- 20. Sport marketing and new media : value co-creation and intertype competition / Patrizia Zagnoli and Elena Radicchi -- 21. Digital media and real time marketing : strategic challenges for the golbalised football brands / Grégory Bolle -- 22. Grassroots sports : achieving corporate social responsibility through sponsorship / Marc Mazodier, Caroline Plewa, Karen Palmer, and Pascale G. Quester -- 23. Marketing sports and recreation participation / Kostas Alexandris and Dan Funk -- 24. Managing behavior : organizational and consumer perspectives on athlete transgressions / Constantino Stavros, Kate Westberg, Bradley Wilson and Aaron C.T. Smith -- 25. Marketing women's sport : a European versus North American perspective / Nancy Lough and Ceyda Mumcu -- 26. The role of sport as an agent of social change and marketing performance : examining the charitable face of Real Madrid / Verónica Baena -- 27. The marketing and legal implications of the ATP event reorganization / Mark Dodds, George Vazenios and Justin Lovich |
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| spelling | Routledge handbook of sports marketing edited by Simon Chadwick, Nicolas Chanavat and Michel Desbordes Handbook of sports marketing First published in paperback London ; New York Routledge 2018 xv, 407 Seiten Illustrationen, Diagramme 26 cm txt rdacontent n rdamedia nc rdacarrier Routledge international handbooks 1. Defining sports marketing / Sebastian Kaiser and Markus Breuer -- 2. Congruency effects in sport marketing : determinants, measures, and outcomes of fit or misfit / Björn Walliser -- 3. Brand activation in sport organizations / Franck Pons, Lionel Maltese and Marilyn Giroux -- 4. The strategic building of a football club : the case of Interbrand and Shakhtar Donetsk / Paolo Guenzi and Manfredi Ricca -- 5. Sports and city branding : how useful are professional football clubs for branding Europe's cities? / Christopher Hautbois -- 6. Computing the impact of sponsor signage exposure within sports broadcasts / Christopher Rumpf and Christoph Breuer -- 7. A data-driven approach to sponsorship planning : multiple sponsorship selection / Larry DeGaris, Mark Dodds and James T. Reese -- 8. Sports sponsorship decision model : a conceptual model proposition / Barbara M.B. Sá and Victor Manoel Cunha de Almeida -- 9. Effects of multiple sponsorship activities : propositions and framework / Nicolas Chanavat, Michel Desbordes and Geoff Dickson -- 10. Celebrity athlete endorsers : a critical review / Ted B. Peetz and Nancy Lough -- 11. A sporting (mis)match? Assessing the objectives pursued and evaluation measures employed by sports sponsors / Leah Gillooly -- 12. A theoretical and empirical overview of ambush marketing in sports / Gerd Nufer & André Bühler -- 13. Ambush marketing in sports / Simon Chadwick, Nicholas Burton and Cheri Bradish -- 14. Towards regulation and restriction of ambush marketing : the case of the first truly social and digital Olympic Games, London 2012 / Nicolas Chanavat and Michel Desbordes -- 15. Relationship marketing in sports : building and establishing longstanding relations in the business of sports / André Bühler and Gerd Nufer -- 16. Experiential marketing and sporting events / Guillaume Bodet -- 17. Managing season ticket holders / Heath McDonald -- 18. Sports marketing professionals' expertise and knowledge on consumer behaviour / Fabien Ohl and Gary Tribou -- 19. A methodology to classifying spectators : the case of AIK in Stockholm / Sten Söderman -- 20. Sport marketing and new media : value co-creation and intertype competition / Patrizia Zagnoli and Elena Radicchi -- 21. Digital media and real time marketing : strategic challenges for the golbalised football brands / Grégory Bolle -- 22. Grassroots sports : achieving corporate social responsibility through sponsorship / Marc Mazodier, Caroline Plewa, Karen Palmer, and Pascale G. Quester -- 23. Marketing sports and recreation participation / Kostas Alexandris and Dan Funk -- 24. Managing behavior : organizational and consumer perspectives on athlete transgressions / Constantino Stavros, Kate Westberg, Bradley Wilson and Aaron C.T. Smith -- 25. Marketing women's sport : a European versus North American perspective / Nancy Lough and Ceyda Mumcu -- 26. The role of sport as an agent of social change and marketing performance : examining the charitable face of Real Madrid / Verónica Baena -- 27. The marketing and legal implications of the ATP event reorganization / Mark Dodds, George Vazenios and Justin Lovich Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections―brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development―and examines key topics such as: consumer behaviour, marketing communications, strategic marketing, international marketing, experiential marketing and marketing and digital media. Comprehensive and authoritative, the "Routledge handbook of sports marketing" is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge Sportsponsoring (DE-588)4207428-9 gnd rswk-swf Soziomarketing (DE-588)4116549-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Sport (DE-588)4056366-2 gnd rswk-swf Sports / Marketing (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 DE-604 Chadwick, Simon 1964- (DE-588)173982565 edt Chanavat, Nicolas (DE-588)1083832808 edt Desbordes, Michel 1969- (DE-588)1096523213 edt Erscheint auch als Online-Ausgabe 978-1-315-74202-1 |
| spellingShingle | Routledge handbook of sports marketing 1. Defining sports marketing / Sebastian Kaiser and Markus Breuer -- 2. Congruency effects in sport marketing : determinants, measures, and outcomes of fit or misfit / Björn Walliser -- 3. Brand activation in sport organizations / Franck Pons, Lionel Maltese and Marilyn Giroux -- 4. The strategic building of a football club : the case of Interbrand and Shakhtar Donetsk / Paolo Guenzi and Manfredi Ricca -- 5. Sports and city branding : how useful are professional football clubs for branding Europe's cities? / Christopher Hautbois -- 6. Computing the impact of sponsor signage exposure within sports broadcasts / Christopher Rumpf and Christoph Breuer -- 7. A data-driven approach to sponsorship planning : multiple sponsorship selection / Larry DeGaris, Mark Dodds and James T. Reese -- 8. Sports sponsorship decision model : a conceptual model proposition / Barbara M.B. Sá and Victor Manoel Cunha de Almeida -- 9. Effects of multiple sponsorship activities : propositions and framework / Nicolas Chanavat, Michel Desbordes and Geoff Dickson -- 10. Celebrity athlete endorsers : a critical review / Ted B. Peetz and Nancy Lough -- 11. A sporting (mis)match? Assessing the objectives pursued and evaluation measures employed by sports sponsors / Leah Gillooly -- 12. A theoretical and empirical overview of ambush marketing in sports / Gerd Nufer & André Bühler -- 13. Ambush marketing in sports / Simon Chadwick, Nicholas Burton and Cheri Bradish -- 14. Towards regulation and restriction of ambush marketing : the case of the first truly social and digital Olympic Games, London 2012 / Nicolas Chanavat and Michel Desbordes -- 15. Relationship marketing in sports : building and establishing longstanding relations in the business of sports / André Bühler and Gerd Nufer -- 16. Experiential marketing and sporting events / Guillaume Bodet -- 17. Managing season ticket holders / Heath McDonald -- 18. Sports marketing professionals' expertise and knowledge on consumer behaviour / Fabien Ohl and Gary Tribou -- 19. A methodology to classifying spectators : the case of AIK in Stockholm / Sten Söderman -- 20. Sport marketing and new media : value co-creation and intertype competition / Patrizia Zagnoli and Elena Radicchi -- 21. Digital media and real time marketing : strategic challenges for the golbalised football brands / Grégory Bolle -- 22. Grassroots sports : achieving corporate social responsibility through sponsorship / Marc Mazodier, Caroline Plewa, Karen Palmer, and Pascale G. Quester -- 23. Marketing sports and recreation participation / Kostas Alexandris and Dan Funk -- 24. Managing behavior : organizational and consumer perspectives on athlete transgressions / Constantino Stavros, Kate Westberg, Bradley Wilson and Aaron C.T. Smith -- 25. Marketing women's sport : a European versus North American perspective / Nancy Lough and Ceyda Mumcu -- 26. The role of sport as an agent of social change and marketing performance : examining the charitable face of Real Madrid / Verónica Baena -- 27. The marketing and legal implications of the ATP event reorganization / Mark Dodds, George Vazenios and Justin Lovich Sportsponsoring (DE-588)4207428-9 gnd Soziomarketing (DE-588)4116549-4 gnd Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd |
| subject_GND | (DE-588)4207428-9 (DE-588)4116549-4 (DE-588)4037589-4 (DE-588)4056366-2 (DE-588)4143413-4 |
| 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 | Sportsponsoring (DE-588)4207428-9 gnd Soziomarketing (DE-588)4116549-4 gnd Marketing (DE-588)4037589-4 gnd Sport (DE-588)4056366-2 gnd |
| topic_facet | Sportsponsoring Soziomarketing Marketing Sport Aufsatzsammlung |
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