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Marketing and football : an international perspective

Author: Michel Desbordes
Publisher: Amsterdam ; Boston : Butterworth-Heinemann, 2007.
Series: Sports marketing series.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:

Examines the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. This book discusses and  Read more...

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Genre/Form: Cross-cultural studies
Document Type: Book
All Authors / Contributors: Michel Desbordes
ISBN: 9780750682046 0750682043
OCLC Number: 70881977
Description: xxvi, 518 pages : illustrations ; 24 cm.
Contents: pt. 1. Marketing football in Europe. A. The general state of football marketing in Europe. 1. Building global sports brands : key success factors in marketing the UEFA Champions League / Simon Chadwick and Matthew Holt --
2. Journalism : an instrument to promote TV sports rights? / Knut Helland and Harry Arne Solberg --
B. The 'Big Five' market. 3. The role of management control in French football's regulation : a unique model that can be exported? / Michel Desbordes --
4. Co-marketing : a new challenge for football managers / Sergio Cherubini --
5. Sport marketing and facility management : from stadiums to customer-based multipurpose leisure centres / Paolo Guenzi --
6. A new paradigm for sport management in the German football market / Herbert Woratschek, Guido Schafmeister and Tim Ströbel --
7. Marketing management in a socially complex club : Barcelona FC / Jaime Gil-Lafuente --
C. Is there a place for 'small' countries on the European football market? 8. Efficiency and sponsorship in Portuguese Premier League football / Carlos Pestana Barros, Catarina de Barros and Abel Santos --
9. Marketing football in the Republic of Ireland / Anne Bourke --
10. Marketing and football : the case of Finland and the All Stars Programme / Kari Puronaho and Timo Huttunen --
pt. 2. The development of dedicated football marketing in the rest of the world. 11. The football business in Brazil, and the example of Atlético-PR / Amir Somoggi --
12. Football business in Japan / Yoshinori Okubo --
13. Marketing professional soccer in the United States : the successes and failures of MLS and the WUSA / Richard M. Southall and Mark S. Nagel --
14. Marketing of professional soccer in the US : some lessons to be learned / Frank Pons and Stephen Standifird --
15. The beginning of a new beginning? : how to expand soccer in Canada : a look at the federation and one club / André Richelieu --
16. Marketing in Argentine football : a snapshot / Santiago Ramallo and Francisco Aguiar --
17. Sponsorship marketing and professional football : the case of Korea / Dae Ryun Chang.
Series Title: Sports marketing series.
Responsibility: edited by Michel Desbordes.
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