From laconophilia to "The Sportan" : balancing athletic excellence, sponsorship, branding and career prospects
Year of publication: |
2012
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Authors: | Wilson, Jonathan A. J. ; Liu, Jonathan |
Published in: |
International journal of sport management and marketing : IJSMM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1475-8962, ZDB-ID 2194292-4. - Vol. 11.2012, 1/2, p. 125-142
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Subject: | Sportler | Athletes | Markenführung | Brand management | Sponsoring | Sponsorship | Celebrity-Werbung | Celebrity endorsement | Markentransfer | Brand extension | Karriereplanung | Career development |
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