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.
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