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Il marketing nella gestione di uno stadio moderno

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  • Stefano Giudice

Abstract

Introduzione - 1. Perché il marketing è diventato così importante per gli impianti calcistici - 2. Product extention - 3. I fattori caratterizzanti il prodotto stadio - 4. L’influenza delle nuove tecnologie - 5. Il co-marketing e l’attività di sponsorizzazione - 5.1. L’ultima tendenza: la cessione dei Naming Rights - 6. L’evoluzione dei mercati e l’esigenza di una strategia di marketing diversificata - 7. La rivoluzione olandese: il caso Amsterdam ArenA - 8. L’applicazione del marketing mix nella gestione dell’ArenA - Conclusioni - Bibliografia

Suggested Citation

  • Stefano Giudice, 2008. "Il marketing nella gestione di uno stadio moderno," Rivista di Diritto ed Economia dello Sport, Centro di diritto e business dello Sport, vol. 4(2), pages 37-65, Agosto.
  • Handle: RePEc:rde:rivdes:200802giudice
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    References listed on IDEAS

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    1. Giuseppe Domenico Tirrito, 2005. "Il modello inglese: il calcio business," Analisi Giuridica dell'Economia, Società editrice il Mulino, issue 2, pages 427-440.
    2. Ernesto Albanese & Vittorio Massone, 2005. "Si fa presto a dire stadio," Analisi Giuridica dell'Economia, Società editrice il Mulino, issue 2, pages 529-538.
    3. Raul Caruso, 2008. "Il calcio tra mercato, relazioni e coercizione," Rivista di Diritto ed Economia dello Sport, Centro di diritto e business dello Sport, vol. 4(1), pages 71-88, Aprile.
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    More about this item

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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