Relationship Marketing in Sports

Передняя обложка
Routledge, 26 июл. 2012 г. - Всего страниц: 208

Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself.

Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with:

  • the first book to apply the principles of relationship marketing specifically to a sports context
  • case studies from around the world to provide a uniquely global approach applicable worldwide
  • strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links
  • practical advice for professional, semi-professional and non-professional sporting organisations
  • a companion website providing web links, case studies and PowerPoint slides for lecturers.

Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.

 

Содержание

Chapter 1 introduction
1
Chapter 2 the principles of relationship marketing
17
Chapter 3 professional sporting organisations and their relationships
45
Chapter 4 relationship marketing in sports the fan perspective
63
Chapter 5 relationship marketing in sports the sponsor perspective
89
Chapter 6 relationship marketing in sports the media perspective
115
Chapter 7 the extended marketing mix of relationship marketing in sports
137
Chapter 8 relationship marketing in sports today and tomorrow
165
References
185
Index
195
Авторские права

Другие издания - Просмотреть все

Relationship Marketing in Sports
Andre Buhler,Gerd Nufer
Ограниченный просмотр - 2012
Relationship Marketing in Sports
André Bühler,Simon Chadwick,Gerd Nufer
Ограниченный просмотр - 2010
Relationship Marketing in Sports

Недоступно для просмотра - 2016

Часто встречающиеся слова и выражения

adidas advertising associations Bayern Munich benefits brand broadcasting business of sports club’s communication companies competition consumers context of sports customer’s customers describe Deutsche Bank Skyliners develop employees English Premier League establish and maintain Eurosport example extended marketing mix fan base FC Barcelona FC Bayern Munich focus football clubs German Bundesliga Hertha BSC Berlin implement important involved journalists Lakers League long-term loyalty Manchester United marketing in sports marketing mix media relations merchandise nowadays Nufer offers organisation’s OVERVIEW OF CHAPTER partners perspective players professional sporting organisations promotional purchase rela relationship between professional relationship between sporting relationship marketing segmentation spectators sponsee sponsors sports business sports club sports entities sports events sports fans sports marketing sports product sports sponsorship stadium stakeholders success supporters television ticket tion tionship various VfB Stuttgart World Cup

Об авторе (2012)

André Bühler is Head of Market Research at the world’s leading sports research consultancy IFM Sports, Germany. After studying International Business and Management, Business Psychology and Marketing at Nürtingen University (Germany), he obtained a PhD in the field of sports marketing at the University of Plymouth (UK) and worked as a Research & Scholarship Consultant for the Heidelberg International Business Academy. He has published numerous papers on sports management and contributed to various books on sports marketing.

Gerd Nufer is Professor of Marketing and Management at ESB Business School, Reutlingen University and Associate Professor of Marketing at FOM Stuttgart, Germany. Previously he worked as a project leader for an international strategy and marketing consultancy and as a key account manager for a large marketing research company. His research foci are Event Marketing and Management, Sponsorship, Ambush Marketing and Sports Marketing and Management in general.

Библиографические данные

НазваниеRelationship Marketing in Sports
Routledge Sports Marketing Series
АвторыAndre Buhler, Gerd Nufer
ИздательRoutledge, 2012
ISBN1136436154, 9781136436154
Количество страницВсего страниц: 208
  
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