Marketing the Sports Organisation by Alain Ferrand
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Marketing the Sports Organisation
By Alain Ferrand

Marketing the Sports Organisation

Building Networks and Relationships

By (author) See other recent books by Alain Ferrand See other recent books by Scott McCarthy
Format: Paperback

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Marketing the Sports Organisation by Alain Ferrand

Book Description

Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. Marketing the Sports Organisation introduces the most effective marketing methods and tools available to sports organizations, and offers practical, step-by-step advice for sports organizations in the use of relationship marketing techniques. Comprehensive and innovative in its approach, the book includes: * a practical framework for implementing relationship marketing throughout the product and service range * an in-depth examination of tools and methods that increase the value of the product for the consumer * a genuinely international approach, applicable in all countries * detailed international case studies from the world of sport. Offering a thorough introduction to first principles in sports marketing, and focused throughout on best practice, this book is essential reading for all students of sport and business marketing, and for all professionals seeking to improve their sports marketing activity, in both commercial and non-profit contexts.

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Book Details

ISBN: 9780415453301
ISBN-10: 0415453305
Format: Paperback
(234mm x 156mm x 18mm)
Pages: 320
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 20-Aug-2008
Country of Publication: United Kingdom

Other Editions...


Books By Author Alain Ferrand

Routledge Handbook of Sports Sponsorship by Alain Ferrand Routledge Handbook of Sports Sponsorship, Paperback (November 2006)

Sports sponsorship has exploded in value over the last decades, and is a multi-million pound industry. This text explores the development of a sponsorship strategy as well as the practical implementation of sponsorship operations including targeting and negotiating with sponsors, signing a deal, and providing a quality service to sponsors.

» View all books by Alain Ferrand

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Author Biography - Alain Ferrand

Alain Ferrand is Professor of Marketing at the University of Poitiers, Director of the Business and Research Centre (CEREGE), Director of the Masters in Sport Organisations Management conducted in French, and an Associate Professor at the University of Turin and the Scuola Dello Sport, Rome (Italian Olympic Committee - CONI Servizi). Scott McCarthy has been Chief Executive of the British Judo Association since 2002. Before that he was Chief Executive of the Irish Basketball Association and spent ten years as a Foreign Service Officer for the United States Department of State.

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