Contemporary Issues in Sports Marketing (eBook, PDF)

Redaktion: Manoli, Argyro Elisavet

• Format: PDF

Produktbeschreibung

This book explores key and topical issues that are emerging in the field of sport marketing, while calling for further attention to the thriving sports industry. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 136
• Erscheinungstermin: 12. Februar 2025
• Englisch
• ISBN-13: 9781040311899
• Artikelnr.: 72679683

Autorenporträt

Argyro Elisavet Manoli is Associate Professor of Marketing and Management in Bergamo University. Following a career as a sports marketeer, she began her academic career in the UK. Her research interests focus on two broad areas, marketing communications management and integrity management in the context of sport.

Inhaltsangabe

Sport marketing's past, present and future: An introduction to contemporary
issues in sports marketing 1. Brand consistency and coherency at the London
2012 Olympic Games 2. Sponsorship programmes and corruption in sport:
management responses to a growing threat 3. Social media and sports:
driving fan engagement with football clubs on Facebook 4. There goes my
hero again: sport scandal frequency and social identity driven response 5.
Exploring value co-creation in Fan Fests: the role of fans 6. The influence
of sport sponsorship on brand equity and purchase behavior 7. Role of the
stadium in the value enhancement process of a rugby union match