ABSTRACT
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
part |55 pages
Brands
chapter |12 pages
Congruence effects in sports marketing
chapter |13 pages
The Strategic branding of a football club
chapter |17 pages
Sports and city branding
part |90 pages
Sponsorship
chapter |18 pages
A Sporting (Mis)Match?
part |46 pages
Ambush marketing
chapter |10 pages
Towards the regulation and restriction of ambush marketing?
part |70 pages
Customers, spectators and fans
chapter |15 pages
Relationship marketing in sports
part |40 pages
Media
chapter |16 pages
Digital content and real time marketing
part |74 pages
Marketing, ethics and development