Emerging Trends and Innovation in Sports Marketing and Management in Asia

Emerging Trends and Innovation in Sports Marketing and Management in Asia

Ho Keat Leng (Nanyang Technological University, Singapore) and Noah Yang Hsu (Aletheia University, Taiwan)
Indexed In: SCOPUS
Release Date: January, 2015|Copyright: © 2015 |Pages: 355
ISBN13: 9781466675278|ISBN10: 1466675276|EISBN13: 9781466675285|DOI: 10.4018/978-1-4666-7527-8


Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams.

Emerging Trends and Innovation in Sports Marketing and Management in Asia brings together research and case studies to evaluate and discuss the effectiveness of current methodologies and theories in an effort to improve promotional activities and the organization of all aspects of the sports industry. This publication is an essential reference source for academicians, researchers, industry practitioners, and upper-level students interested in the theories and practices of sports marketing and management with a special focus on Asia.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Management
  • Coach Education
  • Foreign Sports Talent
  • Sport Spectatorship
  • Sports Fan Ethnocentrism
  • Sports Sponsorship
  • Volunteer Management
  • Youth Olympic Games

Reviews and Testimonials

Based on the notion that sport management and marketing theories developed in the West may not be applicable in Asia because of cultural and historical differences, scholars of sport and business describe such strategies from the Asian perspective. The topics include a path analysis model of the relationship between event involvement and sponsor recall, the influence of sports fan ethnocentrism on major league baseball game viewing behavior in Korea and Taiwan, taekwondo as an example of promoting an Asian sport to the world, the pioneers from Singapore hosting the Youth Olympic Games, and incorporating environmental protection into the Beijing Olympics.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Ho Keat Leng holds a Bachelor’s Degree in Business Administration from the National University of Singapore, a Master’s Degree in Business Administration from the University of Leicester, and a Doctor of Philosophy in Business and Management from the University of South Australia. He is also an accredited Teacher in Higher Education with the Staff and Educational Development Association, United Kingdom. Ho Keat currently serves an Assistant Professor at the National Institute of Education, Nanyang Technological University. He is also the Academic Advisor to Aston Group Hong Kong. Prior to his academic career, he worked for several years in the retail and distributive industry. His primary research interests are retail management, sports marketing, and education.
Noah Yang Hsu has worked in marketing since the 1970s, serving a variety of Taiwanese and North American companies. His experience includes work as a Sales Specialist for Taiwan Food Company, a Sales Manager for Martin Zamir Company, a Sales Representative for Tay Feng Tire Company, and a Marketing Manager for Champion Spark Plug Taiwan Company. Professor Hsu earned his Master’s in International Business Management from West Coast University. He currently teaches Sports Marketing at Aletheia University in Taiwan. In recent years, he has adopted the teaching method of “learning by doing” to better accommodate his students’ diverse learning styles. His teaching experience includes courses in Sports Marketing Management, Principles of Marketing, Marketing Research, New Business Development, Service Management, Financial Management, Principles of Management, and Applied English. Hsu has presented with numerous international sport management conferences. Through his research, he aims to promote international cooperation among major players within the sports management field. His primary research interests include sports marketing management and education, international sport management, and cross-culture management.