TY  - BOOK
AU  - Desbordes,Michel
AU  - Richelieu,André
TI  - International sport marketing: issues and practice 
T2  - Routledge research in sport business and management
SN  - 9780429055089
AV  - GV716 .I578 2019eb
U1  - 338.47796 23
PY  - 2019///
CY  - Abingdon, Oxon, New York, NY
PB  - Routledge
KW  - Sports
KW  - Marketing
KW  - BUSINESS & ECONOMICS / Industries / General
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - SPORTS & RECREATION / General
N1  - Introduction -- Major trends in the sport industry -- The sport brand -- The role of sport in destination branding strategies -- Marketing sport for development and peace : an introduction -- Sport events, economic impact and regulation -- Football club equipment manufacturers strategy and internationalization -- Be ready to be excited : the wWE's marketing strategy and economic model -- The establishment and management of sports arenas : a neo-marketing approach -- Conclusion : towards new horizons in global sports marketing
N2  - How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business. The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector. International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry
UR  - https://www.taylorfrancis.com/books/9780429055089
UR  - http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
ER  -