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…mehr
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.
James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia, in Athens, Georgia, USA Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA
Inhaltsangabe
Section 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 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
Section 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 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
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