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.
* The first and only book ever published on theMarketing of
Football
* Written by a team of international and well renowned contributors
* Every chapter includes an interview with a practitioner of
football marketing, for insider insight
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