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an international perspective
To order this title, and for more information, click here
By
Michel Desbordes, Michel Desbordes is a Professor at the University of Strasbourg, France.
Simon Chadwick, Professor of Sport Business Strategy and Marketing, Coventry University, UK
Description
Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important
issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become
a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important
lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in
general.
Marketing and Football: an international approach is the first book to provide a comprehensive and entirely
global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines
in two parts: 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. A ground breaking text, it provides the reader with:
* Contributions from the UK, Norway,
France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia
* Interviews
with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan,
AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR
Marketing and Football: an international approach
is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards
a marketing dedicated to football.
Audience
Primary market: Senior undergraduate and postgraduate courses in sport management and sport marketing (Faculties of Sport Sciences & Business
schools).
Secondary market: practicing managers in professional clubs (football); private companies (such as corporate sponsors); federations
and marketing agencies.
Contents
Part one: the marketing of football in Europe
; a)The general situation of soccer marketing in Europe; Chapter 1: Building
global sports brands: An analysis of key success factors in marketing the UEFA Champions League by Simon Chadwick and Matthew Holt; Chapter
2: Journalism – An instrument to promote TV-sports rights? by Knut Helland and Harry Arne Solberg; b) The situation on the ?Big 5 market?;
Chapter 3: The Role of Management control in French Football?s Regulation - a unique model that can be exported? by Michel Desbordes;
Chapter 4: Co-marketing : a new challenge for soccer managers by Sergio Cherubini; Chapter 5: Sport marketing and Facility Management:
From Stadiums to customer-based multipurpose Leisure Centers by Paolo Guenzi; Chapter 6: A New Paradigm for Sport Management Applied
to the German Soccer Market by Herbert Woratschek, Guido Schafmeister and Tim Strobel; Chapter 7: Marketing Management in a socially
very complex Club: Barcelona F.C. by Jaime Gil-Lafuente; c) Is there a place for ?small? countries on the European soccer market?; Chapter
8: Efficiency and Sponsorship in Portuguese Premier League Football by Carlos Pestana Barros, Catarina de Barros and Abel Santos; Chapter
9: Marketing soccer in the Republic of Ireland by Anne Bourke; Chapter 10: Marketing and football : the case of Finland with the All
Stars Programme by Kari Puronaho and Timo Huttunen;
Part two : the development of a marketing dedicated to football in the rest
of the world: do clubs and leagues follow the European example?
; Chapter 11: The Football Business in Brazil - The original
example – Atletico – PR by Amir Somoggi; Chapter 12: Football Business in Japan by Yoshinori Okubo; Chapter 13: Marketing Professional
Soccer in the United States: The Successes and Failures of MLS & WUSA by Richard M. Southall and Mark S. Nagel; Chapter 14: Marketing
of Professional Soccer (Football) in the US: Some Lessons to Be Learned by Frank Pons and Stephen Standifird; Chapter 15: The beginning
of a new beginning? How to grow soccer in Canada – A look at the federation and one club by Andre Richelieu; Chapter 16: Marketing in
Argentine Soccer: X-ray of its incidence by Santiago Ramallo and Francisco Aguiar; Chapter 17: Sponsorship Marketing and Professional
Football: The Case of Korea by Dae Ryun Chang; Index.
| Bibliographic details |
Paperback, 544 pages, publication date: OCT-2006
ISBN-13: 978-0-7506-8204-6
ISBN-10: 0-7506-8204-3
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 40.95
USD 44.95
GBP 29.99
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Last update: 5 Sep 2009
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