Global Football Industry - Marketing Perspectives

With contributions from Europe, Asia and the Americas, this book brings together leading international researchers to survey the current state of the global football industry, exploring contemporary issues in the marketing of football around the world.

List of contents

Section I: Global Football Industry 1. Contemporary Global Football Industry: An Introduction 2. European Grassroots Football: Structural and Managerial Peculiarities 3. Economic Importance of Football in Germany 4. Non-local Portuguese Football Fans and Their Love for ‘The Big Three’ 5. The Driving Forces of Competitive Balance in European Football: A Review of Europe’s Top Leagues 6. Competitive Balance in the Chinese Football League Section II: Marketing Perspectives 7. Psychographic Profiling and Segmenting Major Indoor Football League Fans 8. When the Beautiful Game Turns Ugly: Fan Experiences of Perceived Match Fixing in Football 9. Videographic Analysis of "Weird Guys": What Do Relationships Mean to Football Fans? 10. Comparison of Marketing Approaches in Men’s and Women’s Football Events 11. The Equalizer: Feminist Themes in NWSL Club Marketing 12. General Game Support Programs Associated with Professional Team Sports

About the author

James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia in Athens, Georgia, USA
Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University in Atlanta, Georgia, USA

Summary

With contributions from Europe, Asia and the Americas, this book brings together leading international researchers to survey the current state of the global football industry, exploring contemporary issues in the marketing of football around the world.

Product details

• Authors: James J. (University of Georgia Zhang, James J. Pitts Zhang
• Assisted by: Brenda G. Pitts (Editor), Brenda G. (Georgia State University Pitts (Editor), Pitts Brenda G. (Editor), James J. Zhang (Editor), James J. (University of Georgia Zhang (Editor), Zhang James J. (Editor)
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 30.11.2019
• EAN: 9780367894122
• ISBN: 978-0-367-89412-2
• No. of pages: 352
• Series: World Association for Sport Management Series; World Association for Sport Ma
• Subjects: Social sciences, law, business > Business > Individual industrial sectors, branches; SPORTS & RECREATION / General, SPORTS & RECREATION / Soccer, BUSINESS & ECONOMICS / Marketing / General, SPORTS & RECREATION / Business Aspects, Football (Soccer, Association football), Association football (Soccer), Sports management & facilities, Sports management and facilities, Sales and marketing, Hospitality and service industries, Sport & leisure industries