Sport marketing in a global environment : strategic perspectives
著者
書誌事項
Sport marketing in a global environment : strategic perspectives
（World Association for Sport Management series）
Routledge, 2022
- : hbk
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注記
Includes bibliographical references and index
収録内容
- Challenges and opportunities of contemporary sport marketing: strategic perspectives / Ruth M. Crabtree and James J. Zhang
- Marketing strategies for reaching Iranian older adults: a social network based on physical activity promotion / Sara Keshkar and Zahra Mohammadi
- Fitness center marketing in Thailand: antecedents and consequences of COVID-19 pandemic / Dittachai Chankuna and Nilmanee Sriboon
- Challenges in the marketing of intercollegiate athletics: perspectives of college football marketing directors / Jonathan J. Benedek and Paul M. Pedersen
- Analyzing minor league sport markets in the United States: proposing a marketing model / Bonnie Tiell and Danielle C. Foster
- Sustainable development of sport event tourism destinations: perspectives of the core stakeholders in China / Ruiying Shi and Tao Yang
- Marketing management in the football industry: guidelines, trends, and proposals / Ivan Furegato Moraes, Ary José Rocco Junior and Flávia da Cunha Bastos
- Sports marketing and social media strategies: a literature review and research agenda / Deniz Zeren, Ismail Erkan and Fulya Acikgoz
- Sports fans' defense of the tribal brand: exploring determinants across two continents / Jeremy J. Sierra, Harry A. Taute and Byung-Kwan Lee
- Development digital marketing plans through understanding use behavior of fitness apps in Portuguese fitness centers / Helena Ferreira-Barbosa, Jerónimo García-Fernández and Gabriel Cepeda-Carrión
- Sport development strategies and practices in Chinese small towns / Yan Wang, Jin-sheng Liu, Kyungyeol (Anthony) Kim and James J. Zhang
- Marketing strategies and practices of women's soccer in the United States: historical perspective / Chris Henderson, Becca Leopkey and James J. Zhang
- Significant influence of a major policy on strategic management and marketing: analyzing the effect of title IX on collegiate athletics / Joseph C. Kennedy, Andrew Kim and Lauren M. Johnson
- Athlete-brand relationships in the era of "cancel culture": insights, analyses, and strategic development / Rhiannon MacDonnell Mesler, Katharine Howie, Jessica Vredenburg and Jennifer Chernishenko
- Focusing on quality product: development and promotion of robust fitness programs through humanistic coach training / Hailiang Yu
- Resource mobilization for sport activities in Tanzanian secondary schools: application of strategic internal marketing / Alfa Simwanza and Stephen Mabagala
内容説明・目次
内容説明
Commissioned by the WASM Executive Board, representing this organization's leadership and commitment to develop, summarize, synthesize, and analyze knowledge that help enhance global sport industry.
Covers a range of key research and practical issues in globalized sport marketing in diverse national and cultural contexts of both global and local settings.
Chapters are contributed by 36 scholars from 13 countries, addressing a variety of cross-cultural or comparative topics in the sport industry.
Combines scholarly output derived from diverse inquiry protocols, such as review of literature, documentary analysis, qualitative research, and quantitative investigations.
Signifies the continued commitment of the WASM and Taylor & Francis Co. in promoting global sport management studies and advancing the sport industry world-wide.
目次
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
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