Global Sport Sponsorship (Hardcover, New)

Estimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; the utilization of sponsorship in the construction of global alliances; using sponsorship to negotiate local markets and the development of effective methods of evaluation. Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries.

General

Imprint:	Berg Publishers
Country of origin:	United Kingdom
Series:	Sport Commerce and Culture
Release date:	July 2005
First published:	July 2005
Editors:	Bettina T. Cornwell • John M. Amis
Dimensions:	234 x 156 x 25mm (L x W x T)
Format:	Hardcover
Pages:	336
Edition:	New
ISBN-13:	978-1-84520-080-0
Categories:	Books > Sport & Leisure > Sports & outdoor recreation > General Promotions
LSN:	1-84520-080-2
Barcode:	9781845200800

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