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Where sport marketing theory meets practice : selected papers from the second annual conference of the Sport Marketing Association

Author: Brenda G Pitts; Sport Marketing Association.
Publisher: Morgantown, WV : Fitness Information Technology, a division of the International Center for Performance Excellence, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Contains papers drawn from over one hundred and fifty academic presentations delivered during the three day conference held in Memphis, Tennessee, November 18-20, 2004.

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Additional Physical Format: Online version:
Where sport marketing theory meets practice.
Morgantown, WV : Fitness Information Technology, a division of the International Center for Performance Excellence, ©2005
(OCoLC)653033825
Document Type: Book
All Authors / Contributors: Brenda G Pitts; Sport Marketing Association.
ISBN: 1885693672 9781885693679
OCLC Number: 65469474
Notes: "Edited and selected from the SMA Conference, November, 2004."
Description: vii, 259 pages : illustrations ; 28 cm
Contents: Section I: Consumer Behavior in the Sport Business Industry --
--
A new stadium's impact on attendance in Major League Baseball (MLB) / Stephen L. Baglione, Stewart Gillman, & Balbir Bal --
The spectators' perceptions and expectations on the quality of competition and services of the arena at the Corporate Baseketball Games in the People's Republic of China / Steven Chen, Mark Zhang, & Ta-tsung Chiou --
Sports fan involvement in New Zealand : The case of cricket, football (soccer), and rugby / Kathryn Dobie, James Grant, & James Zarick --
Case study : Sport marketing research for women's athletics / Erin P. Hughes --
A cross-cultural study of factors explaining action sports fandom of Y generation college students in Korea, Taiwan, and the USA / Sung-Bae Park, Soonhwan Lee, & Mei-Yen Chen --
Consumer complaint behaviour in sport consumption / Michael Volkov, Melissa Johnson Morgan, & Jane Summers --
The "Toughest sport on dirt" : An exploratory study of market demand variables of fans of the Professional Bull Riders Inc. / Chia-ying (Doris) Lu [and others] --
Sports event spectators' perceptions of mobile marketing : Empirical evidence from Finland / Jari Salo [and others] --
--
Section II: Media and Its Messages : Managing for Marketing --
--
Framing Annika : An analysis of newspaper columnist writing about Annika Sorenstam playing in the Colonial / John A. Fortunato & Eunyi Kim --
Assessing the impact of sport editorials and cognitive complexity on social behavior / Daniel C. Funk & Mark Pritchard --
Sports public relations : The strategic application of public relation to the business of sport / Maria Hopwood --
Rugby League : A game in crisis / Jane Summers, Melissa Johnson Morgan, & Michael Volkov --
--
Section III: Financial Matters and Sport Marketing --
--
Zero-based sport marketing management : A management and budgeting tool for sport managers / Dennis L. Bechtol --
--
Section IV: Sponsorship and Sport Margeting --
--
Fulfilling sponsorship goals : Evaluation of Major League Soccer team websites / Corey Braun [and others] --
Utilizing youth sport sponsorships to break through the media clutter / Eric J. Newman --
--
Section V: Endorsement, Building Brand, and Promotional Strategies --
--
Sports celebrities as endorders : An analysis of Tiger Woods / Dan Drane [and others] --
Branding athletes : If the athlete is the brand, does the product matter? / Ron Garland & Jan Charbonneau --
Understanding and adapting to cultural diversity in international sport marketing / Jaime Orejan --
The challenge of building brand equity : A look at cases in North America and Europe / André Richelieu & Vincent Couvelaere --
Case study : How to get a minor league promotion major league publicity / Douglas Blai [and others] --
Gender as determinant of the relative merits of celebrity sports figures in magazine advertising / Melissa St. James & James E. Swartz --
A case study of the SARS epidemic and the Toronto Blue Jays / David Synowka, Scott Branvold, & Susan Hofacre.
Responsibility: Brenda G. Pitts, editor.

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