Marketing Analysis in Sport Business

Global Perspectives

James J Zhang editor Kevin K Byon editor Brian H Yim editor

Format:Paperback

Publisher:Taylor & Francis Ltd

Published:29th Jan '24

Currently unavailable, and unfortunately no date known when it will be back

This paperback is available in another edition too:

Marketing Analysis in Sport Business cover

This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs.

Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry.

Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.

ISBN: 9781032298764

Dimensions: unknown

Weight: 453g

306 pages