Información General

• Autores: James J. Zhang (ed. lit.), Brenda G. Pitts (ed. lit.)
• Editores: Taylor & Francis Group, Routledge
• Año de publicación: 2017
• País: Reino Unido
• Idioma: español
• ISBN: 9781138291324
• Texto completo no disponible (Saber más ...)

Resumen

• 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.

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • Macro perspective

    • Introduction: sport marketing in a globalized marketplace

      James J. Zhang, Brenda G. Pitts, Euisoo Kim

      págs. 3-22

      

    • Olympic brand image and values: a mix of marketing and philosophy

      Servane Le Clinche, Nicolas Chanavat, Michel Desbordes

      págs. 23-41

      

    • Regulating sport leagues: the case of Hockey India League

      Holger Preuss, Laurens Form

      págs. 42-54

      

    • Giving sense to corporate social responsibility in sporting events

      Mathieu Djaballah

      págs. 55-71

      

    • The Dominican Republic and the development of the Major League Baseball Team Academy: de Campamentos a Escuelas

      K. Alexander Schmidt, Scott Tainsky, Becca Leopkey

      págs. 72-91

      

  • Micro perspective

    • An exponential decay model: does the outcome of a football match influence the number of viewers watching advertisements on online broadcasting television?

      Minh Tuan Phung, Ly Thi Minh Pham

      págs. 95-106

      

    • The European Customer Satisfaction Index and its usage in the area of sport

      Tomás Rada, Jan Sima

      págs. 107-119

      

    • Media relations in English football clubs

      Argyro Elisavet Manoli

      págs. 120-138

      

    • Antecedents of customer loyalty: a case of low-cost fitness centers

      Jerónimo García Fernández, Pablo Gálvez Ruiz, Luisa Vélez Colón, Ainara Bernal García

      págs. 139-155

      

    • Multilevel mediational effects of attitude and intention toward the Green Olympic Games

      Liyan Jin, James J. Zhang, Minhong Kim, Hai Li, Brenda G. Pitts, Mandy Y. Zhang

      págs. 156-176

      

  • Promotional process

    • Framing Paralympic sport to build audience interest: the effects of priming on visual attention, attitudes, and interest

      Natalie L. Smith, Yilun Zhou, B. Christine Green

      págs. 179-195

      

    • Color rules!An examination of spectators’ color preferences

      Wen-hao Winston Chou, Michael Cottingham, Janet P. Trammell, Andrea Medrano Behlmann, Noah Yang Hsu

      págs. 196-213

      

    • Gender and advertising: Techniques and consumer response in NASCAR

      Chris Henderson, James J. Zhang, Kevin K. Byon, Brenda G. Pitts

      págs. 214-243

      

    • Examining the effects of corporate renaming of a historic college football stadium

      Doyeon Kim, Stephen H. Shin, Matthew Walker, Gi Yong Koo

      págs. 244-258

      

    • Consumer-perceived branding effects of sport sponsorship in China: Impacts of three large-scale events

      Luke Lunhua Mao, Euisoo Kim, James J. Zhang

      págs. 259-288