Contemporary Sport Marketing: Global perspectives: World Association for Sport Management Series
Editat de James J. Zhang, Brenda G. Pittsen Limba Engleză Paperback – 27 sep 2018
The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today.
Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as:
- sport marketing in a globalized marketplace
- corporate social responsibility and sponsorship in sporting events
- the Olympic brand image and its values
- sport consumer behaviour and customer satisfaction
- new digital marketing channels.
Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (1) | 407.85 lei 43-57 zile | |
| Taylor & Francis – 27 sep 2018 | 407.85 lei 43-57 zile | |
| Hardback (1) | 1091.33 lei 43-57 zile | |
| Taylor & Francis – 9 feb 2017 | 1091.33 lei 43-57 zile |
Preț: 407.85 lei
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Specificații
ISBN-10: 1138369055
Pagini: 308
Ilustrații: 21 Line drawings, black and white; 6 Halftones, black and white; 34 Tables, black and white; 61 Illustrations, black and white
Dimensiuni: 156 x 234 x 22 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria World Association for Sport Management Series
Locul publicării:Oxford, United Kingdom
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Public țintă
Postgraduate and UndergraduateCuprins
1. Introduction: Sport Marketing in a Globalized Marketplace
2. Olympic Brand Image and Values: A mix of marketing and philosophy
3. Regulating Sport Leagues: The case of Hockey India League
4. Giving Sense to Corporate Social Responsibility in Sporting Events
5. The Dominican Republic and the Development of the Major League Baseball Team Academy
Section II: Micro Perspective
6. An Exponential Decay Model: Does the outcome of a football match influence the number of viewers watching the advertisements?
7. European Customer Satisfaction Index and its Usage in Sport
8. Media Relations in English Football Clubs
9. Antecedents of Customer Loyalty: A case of low-cost fitness centers
10. Multilevel Mediational Effects of Attitude and Intention toward the Green Olympic Games
Section III: Promotional Process
11. Framing Paralympic Sport to Build Audience Interest
12. Color Rules! An Examination of Spectators’ Color Preferences
13. Gender and Advertising: Techniques and consumer response in NASCAR
14. Examining the Effects of Corporate Renaming of an Historic College Football Stadium
15. Consumer-perceived Branding Effects of Sport Sponsorship in China: Impacts of three large-scale events
Notă biografică
Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA
Descriere
The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today.
Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as:
- sport marketing in a globalized marketplace
- corporate social responsibility and sponsorship in sporting events
- the Olympic brand image and its values
- sport consumer behaviour and customer satisfaction
- new digital marketing channels.
Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.