| Description |
1 online resource (xix, 325 pages) |
| Series |
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series, 2327-5529 |
|
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
|
| Contents |
Decision factors in the strategy of sports sponsorship in Spain / Guillermo Sanahuja Peris, Magdalena Mut Camacho, Eva Breva Franch, Carlos Campos López --Golden medals: the impact of individual social responsibility on sports corporate reputation / Veronica Baena, Marina Mattera -- Self-presentation, interaction, and marketing of Chinese athletes on social media: a study of men's national table tennis team / Yanfan Yang -- City marketing using sport events: the case of Pontevedra and two editions of the Spanish swimming master championship / Ángel Barajas, Patricio Sanchez-Fernandez, Jesyca Salgado Barandela -- An update on the marketing of the F1 Singapore Grand Prix Post 2014 / Y.X.P. Phua, H.K. Leng -- Boosting football club brands through museums: the experience of Mondo Milan / Marta Massi, Chiara Piancatelli, Piergiacomo Mion -- Getting supporter engagement in sports: the role of digital and mobile marketing in the Real Madrid F.C. / Veronica Baena -- Relationship between satisfaction and social perception of the negative impacts of sporting events / David Parra Camacho, Juan Manuel Núñez Pomar, Josep Crespo Hervás -- Sport atmospherics' influence on the event experience / Mauro Palmero, Kelly Price -- The intention of attending a sporting event through expectation disconfirmation and the effect of emotions / Manuel Alonso Dos Santos, Steve Baeza, Jonathan Cuevas Lizama -- The marketing implications of up-and-coming sports and of official international sports rating systems / Raymond T. Stefani |
| Summary |
"This book disseminates the latest trends in strategy and tactics carried out in sports organizations through a compendium of research and case studies in the sports industry"-- Provided by publisher |
|
As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Communication in marketing.
|
|
Marketing -- Technological innovations
|
|
Sports administration.
|
|
GAMES -- Gambling -- Sports.
|
|
SPORTS & RECREATION -- Business Aspects.
|
|
SPORTS & RECREATION -- Essays.
|
|
SPORTS & RECREATION -- History.
|
|
SPORTS & RECREATION -- Reference.
|
|
TRAVEL -- Special Interest -- Sports.
|
|
Communication in marketing
|
|
Marketing -- Technological innovations
|
|
Sports administration
|
| Form |
Electronic book
|
| Author |
Alonso Dos Santos, Manuel, 1981- editor.
|
|
IGI Global, publisher.
|
| ISBN |
9781522576181 |
|
1522576185 |
|
