Contemporary Sport Marketing ─ Global Perspectives
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商品簡介
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.
作者簡介
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
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