Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations, 1st Edition

  • Manuel Alonso Dos Santos
  • Published By: Business Science Reference
  • ISBN-10: 1522576185
  • ISBN-13: 9781522576181
  • DDC: 796.06
  • 325 Pages | eBook
  • Original Copyright 2019 | Published/Released September 2019
  • This publication's content originally published in print form: 2019

  • Price:  Sign in for price



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. This title 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.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Editorial Advisory Board.
Table of Contents.
Detailed Table of Contents.
1: Communication and Corporate Social Responsibility.
2: Decision Factors in the Strategy of Sports Sponsorship in Spain.
3: Golden Medals: The Impact of Individual Social Responsibility on Sports Corporate Reputation.
4: Management Applied to Sports Companies and Events.
5: Self-Presentation, Interaction, and Marketing of Chinese Athletes on Social Media: A Study of Men’s National Table Tennis Team.
6: City Marketing Using Sport Events: The Case of Pontevedra and Two Editions of the Spanish Swimming Master Championship.
7: An Update on the Marketing of the F1 Singapore Grand Prix Post 2014.
8: Boosting Football Club Brands Through Museums: The Experience of Mondo Milan.
9: Experience and Behavior in Sporting Events.
10: Getting Supporter Engagement in Sports: The Role of Digital and Mobile Marketing in the Real Madrid F.C..
11: Relationship Between Satisfaction and Social Perception of the Negative Impacts of Sporting Events.
12: Sport Atmospherics’ Influence on the Event Experience.
13: The Intention of Attending a Sporting Event Through Expectation Disconfirmation and the Effect of Emotions.
14: The Marketing Implications of Up-and-Coming Sports and of Official International Sports Rating Systems.
15: Compilation of References.
About the Contributors.