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Contemporary Sport Marketing

Contemporary Sport Marketing

Global perspectives

by James J. Zhang and Brenda G. Pitts
Hardback
Publication Date: 14/02/2017
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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.
ISBN:
9781138291324
9781138291324
Category:
Sports management & facilities
Format:
Hardback
Publication Date:
14-02-2017
Publisher:
Taylor & Francis Ltd
Country of origin:
United Kingdom
Pages:
296
Dimensions (mm):
234x156mm
Weight:
0.59kg

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