eBook Sports Media, Marketing, and Management: Breakthroughs in Research and Practice, 1st Edition

  • Published By: Business Science Reference
  • ISBN-10: 1522554769
  • ISBN-13: 9781522554769
  • DDC: 796.06
  • Grade Level Range: College Freshman - College Senior
  • 558 Pages | eBook
  • Original Copyright 2018 | Published/Released November 2018
  • This publication's content originally published in print form: 2018
  • Price:  Sign in for price

About

Overview

The application of marketing and management concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. This title is a comprehensive reference source for the latest scholarly material on the effectiveness of current methodologies and theories, in an effort to improve promotional activities, management, and the organization of all aspects of the sports industry. Highlighting a range of pertinent topics, such as brand management, social media, and sports tourism marketing, this publication is ideally designed for students, researchers, academicians, professionals, and practitioners as well as scientists and executive managers interested in the marketing strategies of sporting media and events.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Other Frontmatter.
List of Contributors.
Table of Contents.
Preface.
Branding and Marketing.
1: Getting Brand Commitment Through Internet and Mobile Sports Marketing: An Insight on Real Madrid Football Team.
2: Digital Marketing: Relationship Between Real Madrid’s Actions and Brand Promotion and Customer Loyalty.
3: Brand Anthropomorphism: Collegiate Mascots and Social Media.
4: Play It Like Beckham! The Influence of Social Networks on E-Reputation - The Case of Sportspeople and Their Online Fan Base.
5: Fantasy Sports and Gambling in Sport: Marketing Implications for Branding and Fan Engagement.
6: Strategic Use of Facebook to Build Brand Awareness: A Case Study of Two National Sport Organizations.
7: Sports Marketing and Social Media.
8: The Ball Is in Your Court: Using Socially Responsible Actions as an Effective Marketing Tool.
9: The Marketing Implications of International Sports Rating Systems.
10: Social Media and Marketing: The Evolution of Tottenham Hotspur Football Club.
Management, Sponsorship, and Strategic Planning.
11: Branding Through Sponsorship-Linked Marketing: A Case of Chinese Sports Apparel and Equipment Brand “Li Ning”.
12: Predicting the Attentional Effect of Sport Sponsorship Information as an Innovative Evaluation Approach.
13: Views on Sports Sponsorship in Singapore.
14: Opportunities and Challenges in Wake Sports in Taiwan.
15: Driving Tourism Through Sport Event in the Lipno Region: First Summer Olympic Park in the Czech Republic.
16: Nature and Characteristics of the Sport Industry and Its Current Trends Impacting the Industry.
17: Sport Management and Sustainability Innovation Challenges.
18: Perceived Importance and Extent of Implementation of Volunteer Management Practices: Comparison Between National Sports Associations and Event Management Companies.
Spectatorship and Consumerism.
19: The Passion That Unites Us All: The Culture and Consumption of Sports Fans.
20: Rationalizing Sport Spectatorship: Analysis of Fan Behaviour in S-League.
21: Those Who Rarely Attend Alone: Tribal Sport Fans.
22: Automatic Live Sport Video Streams Curation System From User Generated Media.
23: Exploring Factors That Lead to People Watching Professional Soccer on Television.
24: The Effect of E-Service Quality on Football Fan Satisfaction and Fan Loyalty Toward the Websites of Their Favorable Football Teams.
25: The Rise of the Modern Sports Article: Examining the Factors That Can Influence the Credibility of Online Sports News.
26: Between Sports Event and Media Event: The Sochi 2014 Olympic Winter Games in Italian Newspapers.
27: Bollywood Sporting Spectacles: Indian Premier League Cricket as a Bollywoodized Media Event.
28: Sport Omnibus Events as Media Shows.
Index.