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Zusatztext 'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural! economic! and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon! this book's global perspective could not be more timely.'Dennis Howard! Head of Marketing and Philip H. Knight Professor of Business! University of Oregon'A timely! comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.'Barrie Houlihan! Loughborough University Informationen zum Autor John Amis is Associate Professor in the Department of Human Movement Sciences and Education! The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland. Zusammenfassung 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; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; the utilization of sponsorship in the construction of global alliances; using sponsorship to negotiate local markets and the development of effective methods of evaluation. Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries. Inhaltsverzeichnis Chapter 1: Sport Sponsorship in a Global AgeJohn Amis T. Bettina CornwellChapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorshipRobert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda SchweinbenzChapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars CricketMichael Silk David AndrewsChapter 4: Global adidas: Sport, Celebrity, and the Marketing of DifferenceAndrew D. Grainger, Joshua I. Newman David L. AndrewsChapter 5: Sports Sponsorship and Tourism FlowsMike WeedChapter 6: The [E-]Business of Sport SponsorshipDetlev Zwick Oliver DieterleChapter 7: Global Sport Sponsorship: Towards a Strategic UnderstandingDon RoyChapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary ConditionsKevin GwinnerChapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services CategoryRobert Madrigal, Colleen Bee Monica LaBargeChapter 10: Alternative Global Avenues: Action Sports and EventsJames Gladden Mark McDonaldChapter 11: Ambush Marketing: Research and Management ImplicationsJanet HoekChapter 12: Building International Alliances through Sponsorship: An Exploratory InvestigationFrancis Farrelly Pascale QuesterChapter 13: Evaluating Sponsorship EffectsTony MeenaghanChapter 14: While the rich get richer Challenging inequities in conventional sport sponsorshipSally ShawChapter 15: Gay Games or Gay Olympics? Corporate Sponsorship IssuesHelen Jefferson LenskyjChapter 16: Conclusion: What now? What's next?T. Bettina Cornwell John Amis...
