Routledge Handbook of Football Marketing / edited by Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier.
Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport m...
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
Milton Park, Abingdon, Oxon ; New York, NY :
Routledge, an imprint of the Taylor & Francis Group,
2017.
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| Series: | Routledge international handbooks.
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| Subjects: |
| Summary: | Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world. From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media. Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan. The only up-to-date book on football marketing written from a truly international perspective, the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing, as well as all marketers working in the professional football business. |
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| Physical Description: | 1 online resource (xv, 448 pages) : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781351972369 1351972367 9781315267203 1315267209 9781351972345 1351972340 9781351972352 1351972359 |