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Marketing du sport : Une vision internationale

Author

Listed:
  • Michel Desbordes

    (CIAMS - Complexité, Innovation, Activités Motrices et Sportives - UP11 - Université Paris-Sud - Paris 11 - UO - Université d'Orléans)

  • André Richelieu

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

Abstract

" Dans un contexte de concurrence accrue – où la visibilité et la différenciation sont les maîtres mots –, il est plus que nécessaire de connaître les dernières techniques adaptées à ce contexte particulier qu'est le spectacle sportif. C'est pourquoi Marketing du sport présente une approche originale de cette discipline récente qu'est le marketing du sport. En associant deux compétences reconnues au niveau international (le Français Michel Desbordes et le Canadien André Richelieu), l'ouvrage offre une vision européenne et nord-américaine et fait le point sur les dernières recherches dans le domaine en matière de gestion de la marque, d'événementiel sportif et de management des enceintes sportives."

Suggested Citation

  • Michel Desbordes & André Richelieu, 2018. "Marketing du sport : Une vision internationale," Post-Print hal-04320983, HAL.
    • Handle: RePEc:hal:journl:hal-04320983
    DOI: 10.3917/dbu.desbo.2018.01
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    Cited by:

    1. Meriem Mengi Elayoubi & Asmaa ATA, 2023. "Quelle stratégie de communication pour les clubs sportifs après la crise ? Une application à un club professionnel," Post-Print hal-04125545, HAL.

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