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Il marketing nella gestione di uno stadio moderno

  • Stefano Giudice
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    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

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    Article provided by Centro di diritto e business dello Sport in its journal Rivista di Diritto ed Economia dello Sport.

    Volume (Year): 4 (2008)
    Issue (Month): 2 (Agosto)
    Pages: 37-65

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    Handle: RePEc:rde:rivdes:200802giudice
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    1. Albanese Ernesto & Massone Vittorio, 2005. "Si fa presto a dire stadio," Analisi Giuridica dell'Economia, Società editrice il Mulino, issue 2, pages 529-538.
    2. 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.
    3. Tirrito Giuseppe Domenico, 2005. "Il modello inglese: il calcio business," Analisi Giuridica dell'Economia, Società editrice il Mulino, issue 2, pages 427-440.
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