| Description |
1 online resource (465 pages) |
| Series |
Routledge International Handbooks |
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Routledge international handbooks.
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| Contents |
Cover; Title; Copyright; CONTENTS; List of illustrations; Notes on contributors; Introduction; PART I Towards a professionalization of the marketing of professional football clubs; 1 The marketing of football: history, definitions, singularities, strategies and forms of operationalization; 2 Economic model of a professional football club in France; 3 Marketing of professional soccer in the United States: a case study of Major League Soccer |
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4 Fifteen years of sport marketing revisited: interview with the "great witness" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and director of Infront in France5 European football is nearing a new "big bang"; PART II Topics related to the marketing of professional clubs; 6 Sports sponsorship and professional football; 7 The other field of play: football on social media; 8 Regions and professional football clubs: what do sports brands and regional brands have in common?; 9 CSR: a new strategic component for European professional football clubs |
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PART III Case studies from Europe's "Big 5" and emergent professional football leagues10 Towards a globalization of the brand Paris Saint-Germain; 11 The Parc Multifonctionnel Olympique Lyonnais and the "Grand Stade": at the heart of the OL Groupe's marketing strategy; 12 The "green fandom": at the heart of the marketing plan of the Association Sportive de Saint-Étienne; 13 I can't help falling in love with my team: active engagement in social initiatives as a driver of fan commitment in sports; 14 The management of football brands: brand identity management illustrated by Borussia Dortmund |
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15 Brand image impacts on spectators' purchase behaviour: the German football club VfB Stuttgart16 The ACF Fiorentina marketing: the strength of local identity; 17 Supporter engagement through social media: a case study of Liverpool Football Club; 18 Manchester United: the capitalized history, from the 1960s to today; 19 Professional football in China: retrospect and prospect; 20 Marketing football: perspectives from the Japan Football League (J. League); General conclusion; Index |
| Notes |
Print version record |
| Subject |
Soccer -- Marketing
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Soccer -- Economic aspects.
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Soccer -- Economic aspects
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Soccer -- Marketing
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| Form |
Electronic book
|
| Author |
Desbordes, Michel
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Lorgnier, Nicolas
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| ISBN |
9781351972352 |
|
1351972359 |
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