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Routledge Handbook of Football Marketing

Edited by: Nicolas Chanavat , Michel Desbordes , Nicolas Lorgnier

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369

10.4324/9781315267203
 Cite  Marc Record

Book description

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.

Table of contents

Prelims Download PDF
Introduction Download PDF
Chapter  1:  The Marketing of Football Download PDF
Chapter  2:  Economic Model of a Professional Football Club in France Download PDF
Chapter  3:  Marketing of Professional Soccer in the United States Download PDF
Chapter  4:  Fifteen Years of Sport Marketing Revisited Download PDF
Chapter  5:  European Football is Nearing a New “Big Bang” Download PDF
Chapter  6:  Sports Sponsorship and Professional Football Download PDF
Chapter  7:  The Other Field of Play Download PDF
Chapter  8:  Regions and Professional Football Clubs Download PDF
Chapter  9:  CSR Download PDF
Chapter  10:  Towards a Globalization of the Brand Paris Saint-Germain Download PDF
Chapter  11:  The Parc Multifonctionnel Olympique Lyonnais and the “Grand Stade” Download PDF
Chapter  12:  The “Green Fandom” Download PDF
Chapter  13:  I can’t Help Falling in Love with my Team Download PDF
Chapter  14:  The Management of Football Brands Download PDF
Chapter  15:  Brand Image Impacts on Spectators’ Purchase Behaviour Download PDF
Chapter  16:  The ACF Fiorentina Marketing Download PDF
Chapter  17:  Supporter Engagement through Social Media Download PDF
Chapter  18:  Manchester United Download PDF
Chapter  19:  Professional Football in China Download PDF
Chapter  20:  Marketing Football Download PDF
Chapter  21:  General Conclusion Download PDF
Index Download PDF
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