{"product_id":"routledge-handbook-of-football-marketing-9781138289321","title":"Routledge Handbook of Football Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eFootball 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. \u003c\/p\u003e\u003cp\u003eFrom 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.\u003c\/p\u003e\u003cp\u003eThe only up-to-date book on football marketing written from a truly international perspective, the \u003ci\u003eR\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003eIntroduction \u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003eSection I: Towards a Professionalization of the Marketing of Professional Football Clubs\u003c\/p\u003e\u003cp\u003eIntroduction \u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003e1. The Marketing of Football: History, definitions, singularities, strategies and forms of operationalization\u003c\/p\u003e\u003cp\u003eNicolas Chanavat and Michel Desbordes\u003c\/p\u003e\u003cp\u003e2. The Economic Model of a Professional Football Club in France\u003c\/p\u003e\u003cp\u003eNicolas Scelles and Wladimir Andreff\u003c\/p\u003e\u003cp\u003e3. The Marketing of Professional Soccer in the United States: A case study of Major League Soccer\u003c\/p\u003e\u003cp\u003eEric Brownlee and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003e4. Fifteen Years of Sport Marketing Revisited: An interview of the \"great witness\" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and Director of Infront in France\u003c\/p\u003e\u003cp\u003eMichel Desbordes and Nicolas Chanavat \u003c\/p\u003e\u003cp\u003e5. European Football is Nearing a New \"Big Bang\" \u003c\/p\u003e\u003cp\u003eVincent Chaudel \u003c\/p\u003e\u003cp\u003eSection II: Topics Related to the Marketing of Professional Clubs\u003c\/p\u003e\u003cp\u003eIntroduction \u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003e6. Sports Sponsorship and Professional Football \u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003e7. The Other Field of Play: Football on social media\u003c\/p\u003e\u003cp\u003eBoris Helleu\u003c\/p\u003e\u003cp\u003e8. Regions and Professional Football Clubs: What is cohabitation between the sports brand and the regional brand?\u003c\/p\u003e\u003cp\u003eChristopher Hautbois\u003c\/p\u003e\u003cp\u003e9. CSR: A new strategic component for European professional football clubs\u003c\/p\u003e\u003cp\u003eAurélien François \u003c\/p\u003e\u003cp\u003eSection III: Case Studies from Europe’s \"Big Five\" and Emergent Professional Football Leagues\u003c\/p\u003e\u003cp\u003eIntroduction \u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e\u003cp\u003e10. Towards a Globalization of the Brand Paris Saint-Germain\u003c\/p\u003e\u003cp\u003eNicolas Chanavat and Michel Desbordes\u003c\/p\u003e\u003cp\u003e11. The Parc Multifonctionnel Olympique Lyonnais and the \"Grand Stade\": At the heart of the OL Groupe’s marketing strategy \u003c\/p\u003e\u003cp\u003eNicolas Chanavat and Michel Desbordes \u003c\/p\u003e\u003cp\u003e12. \"Green Fandom\": At the heart of the marketing plan of the Association Sportive de Saint-Étienne\u003c\/p\u003e\u003cp\u003eNicolas Chanavat and Michel Desbordes\u003c\/p\u003e\u003cp\u003e13. \"I can’t help falling in love with my team\": Active engagement in social initiatives as a driver of fan commitment in sports\u003c\/p\u003e\u003cp\u003eVerónica Baena\u003c\/p\u003e\u003cp\u003e14. The Management of Football Brands: Brand identity management illustrated by Borussia Dortmund\u003c\/p\u003e\u003cp\u003eGerd Nufer, André Bühler and Sarah Jürgens\u003c\/p\u003e\u003cp\u003e15. Brand Image Impacts on Spectators’ Purchase Behavior: The German football club VfB Stuttgart\u003c\/p\u003e\u003cp\u003eJens Blumrodt\u003c\/p\u003e\u003cp\u003e16. The ACF Fiorentina Marketing: The strength of local identity\u003c\/p\u003e\u003cp\u003ePatrizia Zagnoli and Elena Radicchi\u003c\/p\u003e\u003cp\u003e17. Supporter Engagement through Social Media: A case study of Liverpool Football Club \u003c\/p\u003e\u003cp\u003eJames A. Kenyon and Guillaume Bodet\u003c\/p\u003e\u003cp\u003e18. Manchester United: The capitalized history, from the 1960s to today\u003c\/p\u003e\u003cp\u003eClaude Boli\u003c\/p\u003e\u003cp\u003e19. Professional Football in China: Retrospect and prospect\u003c\/p\u003e\u003cp\u003eDongfeng Liu\u003c\/p\u003e\u003cp\u003e20. Marketing Football: Perspectives from the Japan Football League (J. League)\u003c\/p\u003e\u003cp\u003eYoshifumi Bizen and Shintaro Sato\u003c\/p\u003e\u003cp\u003eGeneral Conclusion\u003c\/p\u003e\u003cp\u003eNicolas Chanavat, Michel Desbordes and Nicolas Lorgnier\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":50577815535959,"sku":"9781138289321","price":204.25,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781138289321.jpg?v=1746096805","url":"https:\/\/bookcurl.com\/products\/routledge-handbook-of-football-marketing-9781138289321","provider":"Book Curl","version":"1.0","type":"link"}