John M. Amis: Global Sport Sponsorship

Cover: 9781845200817 | Global Sport Sponsorship | John M. Amis (u. a.) | Taschenbuch | 2005

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Sprache: Englisch

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Beschreibung

Estimated to have an annual worth of US[...] billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include:the strategic nature of global sport sponsorship;the role of celebrities in global advertising;controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship;the utilization of sponsorship in the construction of global alliances;using sponsorship to negotiate local markets;the development of effective methods of evaluation.Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries.

Über den Autor

John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

Zusammenfassung

Also available in hardback, 9781845200800 £50.00 (July, 2005)

Inhaltsverzeichnis

Chapter 1: Sport Sponsorship in a Global Age
John Amis T. Bettina Cornwell

Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship
Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz

Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket
Michael Silk David Andrews

Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference
Andrew D. Grainger, Joshua I. Newman David L. Andrews

Chapter 5: Sports Sponsorship and Tourism Flows
Mike Weed

Chapter 6: The [E-]Business of Sport Sponsorship
Detlev Zwick Oliver Dieterle

Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding
Don Roy

Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions
Kevin Gwinner

Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category
Robert Madrigal, Colleen Bee Monica LaBarge

Chapter 10: Alternative Global Avenues: Action Sports and Events
James Gladden Mark McDonald

Chapter 11: Ambush Marketing: Research and Management Implications
Janet Hoek

Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation
Francis Farrelly Pascale Quester

Chapter 13: Evaluating Sponsorship Effects
Tony Meenaghan

Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship
Sally Shaw

Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues
Helen Jefferson Lenskyj

Chapter 16: Conclusion: What now? What's next?
T. Bettina Cornwell John Amis

Details

Erscheinungsjahr:	2005
Fachbereich:	Wirtschaft International
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781845200817
ISBN-10:	1845200810
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Redaktion:	Amis, John M. Cornwell, T. Bettina
Hersteller:	Berg 3PL
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 18 mm
Von/Mit:	John M. Amis (u. a.)
Erscheinungsdatum:	01.07.2005
Gewicht:	0,515 kg