Sport Marketing in a Global Environment: Strategic Perspectives

ISBN-13: 9781032217949 / Angielski / Twarda / 2022 / 284 str.

Ruth M. Crabtree; James J. Zhang

Opis

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.

Spis treści

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