Información General

• Autores: Manuel Alonso dos Santos (ed. lit.)
• Editores: IGI Global
• Año de publicación: 2019
• País: Reino Unido
• Idioma: inglés
• ISBN: 9781522576181, 9781522576174
• Texto completo no disponible (Saber más ...)

Resumen

• As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations.

  Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • Decision Factors in the Strategy of Sports Sponsorship in Spain

    Guillermo Sanahuja, Magdalena Mut Camacho, Eva Breva-Franch, José Carlos Campos López

    • Resumen

    págs. 1-24

    

  • Golden Medals: The Impact of Individual Social Responsibility on Sports Corporate Reputation

    Verónica Baena Graciá, Marina Mattera

    • Resumen
    • Texto completo

    págs. 25-46

    

  • Self-Presentation, Interaction, and Marketing of Chinese Athletes on Social Media: A Study of Men's National Table Tennis Team

    Yanfan Yang

    • Resumen
    • Texto completo

    págs. 48-67

    

  • City Marketing Using Sport Events: The Case of Pontevedra and Two Editions of the Spanish Swimming Master Championship

    Ángel Barajas Alonso, Patricio Sánchez Fernández, Jesyca Salgado Barandela

    • Resumen
    • Texto completo

    págs. 68-90

    

  • An Update on the Marketing of the F1 Singapore Grand Prix Post 2014

    Y. X. P. Phua, H. K. Leng

    • Resumen
    • Texto completo

    págs. 91-109

    

  • Boosting Football Club Brands Through Museums: The Experience of Mondo Milan

    Marta Massi, Chiara Piancatelli, Piergiacomo Mion Dalle Carbonare

    • Resumen
    • Texto completo

    págs. 110-128

    

  • Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C.

    Verónica Baena Graciá

    • Resumen
    • Texto completo

    págs. 130-146

    

  • Relationship Between Satisfaction and Social Perception of the Negative Impacts of Sporting Events

    David Parra Camacho, Juan Manuel Núñez Pomar, Josep Crespo Hervás

    • Resumen
    • Texto completo

    págs. 147-171

    

  • Sport Atmospherics' Influence on the Event Experience

    Mauro Palmero, Kelly Price

    • Resumen
    • Texto completo

    págs. 172-222

    

  • The Intention of Attending a Sporting Event Through Expectation Disconfirmation and the Effect of Emotions

    Manuel Alonso dos Santos, Steve Baeza Abadie, Jonathan Cuevas Lizama

    • Resumen
    • Texto completo

    págs. 223-240

    

  • The Marketing Implications of Up-and-Coming Sports and of Official International Sports Rating Systems

    Raymond Stefani

    • Resumen
    • Texto completo

    págs. 241-263