Emerging Trends and Innovation in Sports Marketing and Management in Asia, 1st Edition

  • Ho Keat Leng
  • Published By: Business Science Reference
  • ISBN-10: 1466675284
  • ISBN-13: 9781466675285
  • DDC: 338.4
  • Grade Level Range: College Freshman - College Senior
  • 315 Pages | eBook
  • Original Copyright 2015 | Published/Released March 2016
  • This publication's content originally published in print form: 2015

  • Price:  Sign in for price



Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams. EMERGING TRENDS AND INNOVATION IN SPORTS MARKETING AND MANAGEMENT IN ASIA brings together research and case studies to evaluate and discuss the effectiveness of current methodologies and theories in an effort to improve promotional activities and the organization of all aspects of the sports industry. This publication is an essential reference source for academicians, researchers, industry practitioners, and upper-level students interested in the theories and practices of sports marketing and management with a special focus on Asia.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
Titles in this Series.
Editorial Advisory Board.
List of Reviewers.
Table of Contents.
Detailed Table of Contents.
Sports Marketing.
1: The Roles of Sports Sponsorship and Brand Management in Global Sports Marketing.
2: Views on Sports Sponsorship in Singapore.
3: Branding through Sponsorship Linked Marketing: A Case of Chinese Sports Apparel and Equipment Brand “Li Ning”.
4: A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall.
5: A Case Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012.
Sports Development.
6: The Asian Sports Market: Should It Be Revisited by Turkish Football Clubs?.
7: The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior: A Cross-Cultural Study of Korea and Taiwan.
8: Rationalizing Sport Spectatorship: Analysis of Fan Behaviour in S-League.
9: Participant Perception of the Foreign Sports Talent (FST) Scheme.
10: Opportunities and Challenges in Wake Sports in Taiwan.
11: Promoting an Asian Sport to the World: The Case of Taekwondo.
Sociology of Sports.
12: Football in Singapore: A Global, Historical, and Social Phenomenon.
13: Hosting the Youth Olympic Games: The Pioneers from Singapore.
14: Strategies for the Development of Life Skills and Values Through Sport Programmes: Review and Recommendations.
Sports Management.
15: Perceived Importance and Extent of Implementation of Volunteer Management Practices: Comparison between National Sports Associations and Event Management Companies.
16: Coach Education and Learning: Singapore's Story.
17: Incorporate Environmental Protection into the Olympic Games: The Case of the Beijing Green Olympics.
Compilation of References.
About the Contributors.