Contemporary Sport Marketing

Global perspectives

James J. Zhang, Brenda G. Pitts

$315

Hardback

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English

Routledge
09 February 2017

Business strategy; Sales & marketing; Sport & leisure industries

Series: World Association for Sport Management Series

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.

Edited by: James J. Zhang, Brenda G. Pitts
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 589g
ISBN: 9781138291324
ISBN 10: 1138291323
Series: World Association for Sport Management Series
Pages: 308
Publication Date: 09 February 2017
Audience: College/higher education , Professional and scholarly , A / AS level , Further / Higher Education
Format: Hardback
Publisher's Status: Active

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

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