Ideas are ubiquitous. They are the fundamental building blocks for all aspects of life. Yet, efforts to use ideas as a basic unit of analysis in a shared framework are rare. We often find it difficult to look past the artificial boundaries that academic disciplines and specialist fields of...

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these...

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in...

This book outlines the private sport sector in different European countries. Sport in the European countries is organized in three distinct sectors. These are the state/public sector, which provides financial and political support for sport infrastructure; the civic/non-profit sector, which...

This book presents an up-to-date portrait of the characteristics of sport clubs in various European countries and their role in society and the national sport system. Furthermore, it offers a cross-national comparative perspective of sport clubs in twenty European countries. Containing both...

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is...

Foreword -- Preface -- Acknowledgements -- Chapter 1: Introduction -- Chapter 2: Intercollegiate Athletics -- Chapter 3: Sports Finance.- Chapter 4: Coaches Compensation -- Chapter 5: Student-Athletes Environment -- Chapter 6: Campus Facilities.- Chapter 7: College Sports Business.- Chapter 8:...

Auf der vierten Wissenschaftlichen Konferenz zur Eventforschung, die am 26. Oktober 2012 an der TU Chemnitz stattfand, wurden aktuelle Forschungsergebnisse zum Thema Event und Sport vorgestellt und diskutiert. Aus Sicht des Marketing, der Kommunikationstheorie sowie der Sportwissenschaft...

Eventmarketing als Instrument der Erlebniskommunikation -- Eignung des Sports als Erlebnisrahmen von Marketing-Events -- Handlungsempfehlungen für die Inszenierung des Erlebnisrahmens -- Risiken der Nutzung des Sports als Erlebnisrahmen.

Grundlagen und Ziele -- Sportsponsoring als Kommunikationsinstrument -- Sportsponsoring als Finanzierungsinstrument -- Controlling von Sportsponsorships -- Risiken und negative Folgewirkungen -- Gesellschaftliche Verantwortung und Perspektiven.