| Description |
xv, 407 pages : illustrations ; 26 cm |
| 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 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Sports -- Marketing.
|
| Reading List |
MMS702 recommended text 2024
|
| Author |
Chanavat, Nicolas.
|
|
Desbordes, Michel.
|
|
Chadwick, Simon, 1964-
|
| LC no. |
2015020127 |
| ISBN |
9781138823518 (Hardback) |
|
1138823511 (Hardback) |
|
