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Routledge Handbook of Sports Marketing

Edited by: Simon Chadwick , Nicolas Chanavat , Michel Desbordes

Print publication date:  December  2015
Online publication date:  December  2015

Print ISBN: 9781138823518
eBook ISBN: 9781315742021
Adobe ISBN: 9781317584926

 Cite  Marc Record

Book description

Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline.

Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as:

  • consumer behaviour
  • marketing communications
  • strategic marketing
  • international marketing
  • experiential marketing
  • and marketing and digital media

Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.

Table of contents

Prelims Download PDF
Chapter  1:  Introduction Download PDF
Chapter  2:  Defining sports marketing Download PDF
Chapter  3:  Congruence effects in sports marketing Download PDF
Chapter  4:  Brand activation in sports organizations Download PDF
Chapter  5:  The Strategic branding of a football club Download PDF
Chapter  6:  Sports and city branding Download PDF
Chapter  7:  Computing the impact of sponsor signage exposure within sports broadcasts Download PDF
Chapter  8:  A data-driven approach to sponsorship planning Download PDF
Chapter  9:  Sports Sponsorship Decision Model Download PDF
Chapter  10:  Effects of multiple sponsorship activities Download PDF
Chapter  11:  Celebrity athlete endorsers Download PDF
Chapter  12:  A Sporting (Mis)Match? Download PDF
Chapter  13:  A theoretical and empirical overview of ambush marketing in sports Download PDF
Chapter  14:  Ambush marketing in sports Download PDF
Chapter  15:  Towards the regulation and restriction of ambush marketing? Download PDF
Chapter  16:  Relationship marketing in sports Download PDF
Chapter  17:  Experiential marketing and sporting events Download PDF
Chapter  18:  Managing season ticket holders Download PDF
Chapter  19:  Sports marketing professionals’ expertise and knowledge on consumer behaviour  Download PDF
Chapter  20:  A methodology to classify spectators Download PDF
Chapter  21:  Sports marketing and new media Download PDF
Chapter  22:  Digital content and real time marketing Download PDF
Chapter  23:  Grassroots sports Download PDF
Chapter  24:  Marketing sports and recreation participation Download PDF
Chapter  25:  Managing Behavior Download PDF
Chapter  26:  Marketing women’s sports Download PDF
Chapter  27:  The role of sports as an agent of social change and marketing performance Download PDF
Chapter  28:  The marketing and legal implications of the atp event reorganization Download PDF
Chapter  29:  Conclusion Download PDF
Index Download PDF
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