Sport Marketing in a Global Environment (eBook, PDF)

Strategic Perspectives
Redaktion: Crabtree, Ruth M.; Zhang, James J.

• Format: PDF

Produktbeschreibung

This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 292
• Erscheinungstermin: 19. April 2022
• Englisch
• ISBN-13: 9781000575477
• Artikelnr.: 63609958

Autorenporträt

Ruth M. Crabtree is principal lecturer and teaching fellow in the Department of Sport, Exercise and Rehabilitation at Northumbria University, the United Kingdom. She is currently a vice president of the World Association for Sport Management and board member of the International Council of Sport Science & Physical Education Development Committee. James J. Zhang is a professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been the editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and the president of North American Society for Sport Management (NASSM).

Inhaltsangabe

1. Challenges and opportunities of contemporary sport marketing: strategic
perspectives, 2. Marketing strategies for reaching Iranian older adults: a
social network based on physical activity promotion, 3. Fitness center
marketing in Thailand: antecedents and consequences of COVID-19 pandemic,
4. Challenges in the marketing of intercollegiate athletics: perspectives
of college football marketing directors, 5. Analyzing minor league sport
markets in the United States: proposing a marketing model, 6. Sustainable
development of sport event tourism destinations: perspectives of the core
stakeholders in China, 7. Marketing management in the football industry:
guidelines, trends, and proposals, 8. Sport marketing and social media
strategies: a literature review and research agenda, 9. Sport fans' defense
of the tribal brand: exploring determinants across two continents, 10.
Development digital marketing plans through understanding use behaviour of
fitness apps in Portuguese fitness centres, 11. Sport development
strategies and practices in Chinese small towns, 12. Marketing strategies
and practices of women's soccer in the United States: historical
perspective, 13. Significant influence of a major policy on strategic
management and marketing: analyzing the effect of Title IX on collegiate
athletics, 14. Athlete-brand relationships in the era of "cancel culture":
insights, analyses, and strategic development, 15. Focusing on quality
product: development and promotion of robust fitness programs through
humanistic coach training, 16. Resource mobilization for sport activities
in Tanzanian secondary schools: application of strategic internal marketing