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Contemporary sport marketing : global perspectives için kapak resmi
Başlık:
Contemporary sport marketing : global perspectives
Yazar:
Zhang, James, editor.
ISBN:
9781138291324

9781315265490
Fiziksel Tanımlama:
xii, 296 pages ; 24 cm.
İçerik:
Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of contributors; Part I Macro perspective; 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: De Campamentos a Escuelas; Part II Micro perspective 6 An exponential decay model: does the outcome of a football match influence the number of viewers watching advertisements on online broadcasting television?7 The European Customer Satisfaction Index and its usage in the area of 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; Part III Promotional process; 11 Framing Paralympic sport to build audience interest: the effects of priming on visual attention, attitudes, and interest 12 Color rules! An examination of spectators' color preferences13 Gender and advertising: techniques and consumer response in NASCAR; 14 Examining the effects of corporate renaming of a historic college football stadium; 15 Consumer-perceived branding effects of sport sponsorship in China: impacts of three large-scale events; Index.
Özet:
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.
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Kitap EKOBKN0005843 796.0688 CON 2017
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