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Integrated marketing communications, strategies, and tactical operations in sports organizations

Author: Manuel Alonso Dos Santos; IGI Global,
Publisher: Hershey, Pennsylvania : IGI Global, [2019] ©2019
Series: Advances in marketing customer relationship management, and e-services (AMCRMES) book series
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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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Genre/Form: Electronic books
Additional Physical Format: Print version:
Integrated marketing communications, strategies, and tactical operations in sports organizations.
Hershey, PA : Business Science Reference, [2019]
(DLC) 2018031911
(OCoLC)1056201332
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Manuel Alonso Dos Santos; IGI Global,
ISBN: 9781522576181 1522576185
OCLC Number: 1083893595
Description: 1 online resource (xix, 325 pages).
Contents: Decision factors in the strategy of sports sponsorship in Spain / Guillermo Sanahuja Peris, Magdalena Mut Camacho, Eva Breva Franch, Carlos Campos López --Golden medals: the impact of individual social responsibility on sports corporate reputation / Veronica Baena, Marina Mattera --
Self-presentation, interaction, and marketing of Chinese athletes on social media: a study of men's national table tennis team / Yanfan Yang --
City marketing using sport events: the case of Pontevedra and two editions of the Spanish swimming master championship / Ángel Barajas, Patricio Sanchez-Fernandez, Jesyca Salgado Barandela --
An update on the marketing of the F1 Singapore Grand Prix Post 2014 / Y. X. P. Phua, H. K. Leng --
Boosting football club brands through museums: the experience of Mondo Milan / Marta Massi, Chiara Piancatelli, Piergiacomo Mion --
Getting supporter engagement in sports: the role of digital and mobile marketing in the Real Madrid F.C. / Veronica Baena --
Relationship between satisfaction and social perception of the negative impacts of sporting events / David Parra Camacho, Juan Manuel Núñez Pomar, Josep Crespo Hervás --
Sport atmospherics' influence on the event experience / Mauro Palmero, Kelly Price --
The intention of attending a sporting event through expectation disconfirmation and the effect of emotions / Manuel Alonso Dos Santos, Steve Baeza, Jonathan Cuevas Lizama --
The marketing implications of up-and-coming sports and of official international sports rating systems / Raymond T. Stefani.
Series Title: Advances in marketing customer relationship management, and e-services (AMCRMES) book series
Responsibility: Manuel Alonso Dos Santos, Universidad Católica de la Santísima Concepción, Chile.

Abstract:

Provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The book covers city marketing,  Read more...

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