Integrated marketing communications, strategies, and tactical operations in sports organizations
"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"--
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| Format: | eBook |
| Language: | English |
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Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA)
IGI Global,
[2019]
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| Subjects: | |
| Online Access: | EBSCOhost Перейти в каталог НБ ТГУ |
Table of Contents:
- Section 1. Communication and corporate social responsibility. Chapter 1. Decision factors in the strategy of sports sponsorship in Spain ; Chapter 2. Golden medals: the impact of individual social responsibility on sports corporate reputation
- Section 2. Management applied to sports companies and events. Chapter 3. Self-presentation, interaction, and marketing of Chinese athletes on social media: a study of men's national table tennis team ; Chapter 4. City marketing using sport events: the case of Pontevedra and two editions of the Spanish swimming master championship ; Chapter 5. An update on the marketing of the F1 Singapore Grand Prix Post 2014 ; Chapter 6. Boosting football club brands through museums: the experience of Mondo Milan
- Section 3. Experience and behavior in sporting events. Chapter 7. Getting supporter engagement in sports: the role of digital and mobile marketing in the Real Madrid F.C. ; Chapter 8. Relationship between satisfaction and social perception of the negative impacts of sporting events ; Chapter 9. Sport atmospherics' influence on the event experience ; Chapter 10. The intention of attending a sporting event through expectation disconfirmation and the effect of emotions ; Chapter 11. The marketing implications of up-and-coming sports and of official international sports rating systems.