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Product Description
Product Description
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 the Marketing 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
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 the Marketing 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
About the Author
Michel Desbordes is a Professor at the University of Strasbourg, France. He is also Associate Professor at the ISC Business School in Paris. He is a specialist in sport marketing and his research focuses on the management of sports events, sports sponsorship and marketing applied to football. He has published fourteen books, and also numerous academic articles. He is consultant in sport marketing, and Associate Director of the company MX Sport (www.mxsports.net).
Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Leader of the Ambushing, Sponsorship and Sport Marketing Group, at Coventry University (UK). He is also a Director of the Birkbeck Sport Business Centre at the University of London. Simon is co-editor of the books 'The Business of Sport Management', 'The Marketing of Sport' and 'The Business of Tourism Management' (all published by FT Prentice Hall), and is also Editor of the International Journal of Sports Marketing and Sponsorship, Elsevier's Sport Marketing book series and the Henry Stewart Sports Marketing Talk Series. Simon has worked with numerous organisations from across sport including FC Barcelona, Atletico Madrid, Chivas US, the four Grand Slam tennis tournaments, the Football Association (FA), Sport England, the International Tennis Federation, Sport Business, Red Mandarin and International Marketing Reports.
Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Leader of the Ambushing, Sponsorship and Sport Marketing Group, at Coventry University (UK). He is also a Director of the Birkbeck Sport Business Centre at the University of London. Simon is co-editor of the books 'The Business of Sport Management', 'The Marketing of Sport' and 'The Business of Tourism Management' (all published by FT Prentice Hall), and is also Editor of the International Journal of Sports Marketing and Sponsorship, Elsevier's Sport Marketing book series and the Henry Stewart Sports Marketing Talk Series. Simon has worked with numerous organisations from across sport including FC Barcelona, Atletico Madrid, Chivas US, the four Grand Slam tennis tournaments, the Football Association (FA), Sport England, the International Tennis Federation, Sport Business, Red Mandarin and International Marketing Reports.
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