Marketing analysis in sport business : global perspectives
著者
書誌事項
Marketing analysis in sport business : global perspectives
（World Association for Sport Management series）
Routledge, 2023
- : hbk
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注記
Includes bibliographical references and index
収録内容
- Sport marketing analyses : an introduction / Kevin K. Byon, Brian H. Yim and James J. Zhang
- Application of structural equation model in sport marketing analyses / Kevin K. Byon, Brian H. Yim, Junying An and James J. Zhang
- Disruptive technologies on sport event marketing : new centrality of digital communication / Patrizia Zagnoli and Elena Radicchi
- Challenges in sport marketing : a systematic review of sport digital marketing / Salvador Angosto, Alejandro Lara-Bocanegra, M. Rocío Bohórquez, Jerónimo García Fernández and James J. Zhang
- Digital ticketing utilization in high school athletics : the role of spectator demographics / Armin A. Marquez and Beth A. Cianfrone
- Social media and stakeholder relationships : analysing an online communication network in the sport industry / Juha Yoon, Wonseok (Eric) Jang and Paul M. Pedersen
- Influence of micro-celebrities on the formulation of social media marketing strategies / Benjamin Mole, Paul Cook and Ruth M. Crabtree
- Examining Facebook marketing practice : the case of New Zealand provincial rugby / Jason Cole, Andrew J. Martin and Ashleigh-Jane Thompson
- Analyzing sport fan Facebook pages : influences of post characteristics and brand attributes on fan engagement / Shang-Chun Ma, Ching-Hung Chang, Shang-Ming Ma, Wan-Chen Chen and James J. Zhang
- Marketing obstacles facing obstacle racing / Jason Reese
- Congruity perceptions in endurance event participation consumers / Jason A. Rice, Marion E. Hambrick and T. Christopher Greenwell
- Service provider selection with the analytic hierarchy process : an approach to sport facility enterprization in China / Yunxia Ding and Yelena Y. Wang
- COVID-19 and economic impacts of major sport events / Lidija Petrović, Miaad Ghasemzadeh and Christopher Hautbois
- Brand attributes scale for professional sport teams : measuring strength, favorability and uniqueness of team attributes / Yukako Wada & Hirotaka Matsuoka
- Analyzing athletes' satisfaction toward the organization of a sport event : development of a questionnaire / Rosa Medina, Oswaldo Ceballos Gurrola, Mireya Medina, Marina Reyes, María Grethel Ramírez and Rosa López de D'Amico
内容説明・目次
内容説明
Commissioned by the WASM Executive Board, representing this organization's leadership and commitment to developing, summarizing, synthesizing, and analyzing knowledge that help enhance the global sport industry.
Covers a range of critical analytical issues of marketing analyses in diverse national and cultural contexts of sport business operations.
Chapters are contributed by 43 scholars from 15 countries, addressing various 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 WASM and Taylor & Francis to promoting global sport management studies and advancing the sport industry worldwide.
目次
1. Sport Marketing Analyses: An Introduction 2. Application of Structural Equation Model in Sport Marketing Analyses 3. Disruptive Technologies on Sport Event Marketing: New Centrality of Digital Communication 4. Challenges in Sport Marketing: A Systematic Review of Sport Digital Marketing 5. Digital Ticketing Utilization in High School Athletics: The Role of Spectator Demographics 6. Social Media Stakeholder Relationships: Analyzing an Online Communication Network in the Sport Industry 7. Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies 8. Examining Facebook Marketing Practice: The Case of New Zealand Provincial Rugby 9. Analyzing Sport Fan Facebook Pages: Influences of Post Characteristics and Brand Attributes on Fan Engagement 10. Marketing Obstacles Facing Obstacle Racing 11. Congruity Perceptions in Endurance Event Participant Consumers 12. Service Provider Selection with the Analytic Hierarchy Process: An Approach to Sport Facility Enterprization in China 13. COVID-19 and Economic Impacts of Major Sport Events 14. Brand Attributes Scale for Professional Sport Teams: Measuring Strength, Favorability, and Uniqueness of Team Attributes 15. Analyzing Athletes' Satisfaction toward the Organization of a Sport Event: Development of a Questionnaire
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