Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world. From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media. Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan. The only up-to-date book on football marketing written from a truly international perspective, the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing, as well as all marketers working in the professional football business.

Les theories de l'organisation se sont pour l'instant desinteressees des approches conatives. Pourtant, les motivations des individus, des groupes au sein des organisations, ou encore les motivations des organisations sont de plus en plus questionnees, comme peuvent en temoigner nombre d'articles ecrits chaque annee sur les theories du changement, des comportements organisationnels ou de l'apprentissage organisationnel. Il s'agit ici de franchir un cap epistemologique en proposant une approche conative de l'organisation, c'est-a-dire une approche basee sur ce qui oriente la volonte a agir, ou volition, des organisations.