Global Sport Sponsorship - Amis, John M.

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Résumé :
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...

Biographie:
the role of celebrities in global advertising...

Sommaire:
Estimated to have an annual worth of US$24.8 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...