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020 _a3030537404
024 7 _a10.1007/978-3-030-53740-1
_2doi
040 _bspa
_cUEV
_dES-VaUE
050 _aGV716
_b.E56 2020 EB
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJS
_2thema
072 7 _aKJSM
_2thema
082 0 4 _a658.8
_223
100 1 _aEnnis, Sean.,
_eauthor.
_4aut.
_4http://id.loc.gov/vocabulary/relators/aut
245 1 0 _aSports Marketing :
_bA Global Approach to Theory and Practice
_cby Sean Ennis
250 _a1st ed. 2020
264 1 _aCham
_bSpringer International Publishing
_bImprint: Palgrave Macmillan
_c2020
300 _a1 online resource (VII, 308 p. 14 illus., 10 illus. in color.)
336 _atext
_btxt [
_2rdacontent]
337 _acomputer
_bc [
_2rdamedia]
338 _aonline resource
_bcr [
_2rdacarrier]
505 0 _a1. The Global Sports Sector in Context -- 2. Sport and Its Role and Contribution to Society and Economic Development -- 3. Sports Governance -- 4. Understanding Fans and Their Consumption of Sport -- 5. Sports Distribution and Media Rights -- 6. Formulating and Implementing Sports Marketing Strategy -- 7. Ticketing Strategies in the Sports Sector -- 8. The Sports Product and Brand-Building Decisions -- 9. Globalization Strategies for the Sports Product -- 10. Managing the Sports Sponsorship Process -- 11. Future Challenges for Sports Marketers
520 _aSports is big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This international textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers an holistic view of this evolving and ever-changing industry. Taking a truly global approach, the text helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author's years of industry and teaching experience it blends theory and practice with case studies including the International Olympic Committee and the Fédération Internationale de Football Association (FIFA). Crucially the book provides comprehensive coverage of hot topics such as sports governance, digital marketing and the globalisation of the sports product. Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal anyone looking to excel as a sports marketer or progress within the wider sports industry and is suitable for Sports Marketing courses at undergraduate, postgraduate and MBA levels
650 0 _aMarketing
650 0 _aSports sciences
650 1 4 _aMarketing
650 2 4 _aSport Science .
776 _z3-030-53739-0
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-030-53740-1
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db