Strategies in Sports Marketing: Technologies and Emerging Trends

Strategies in Sports Marketing: Technologies and Emerging Trends

Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)
Indexed In: SCOPUS
Release Date: April, 2014|Copyright: © 2014 |Pages: 363
DOI: 10.4018/978-1-4666-5994-0
ISBN13: 9781466659940|ISBN10: 1466659947|EISBN13: 9781466659957
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Description & Coverage
Description:

The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies.

Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events.

Coverage:

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

  • Electronic Marketing
  • Innovative Communications
  • Marketing Implementation
  • Marketing Strategies
  • Social Media
  • Sponsorship
  • Sports Event Impact
  • Sports Industry
  • Sports Tourism Marketing
Reviews and Testimonials

International contributors describe current trends, best practices, and strategies in sports marketing, with material organized in sections on sport events and tourism, corporate social responsibility, consumer behavior, communication and sponsorship, and the sport market. Some specific areas considered include getting brand commitment with Internet and mobile sports marketing, the role of sports marketing in the global marketplace, consumer satisfaction at sporting events, corporate communications and marketing in Spanish professional sports clubs, the marketing of the F1 SingTel Singapore Grand Prix, and the online spectator event experience.

– ProtoView Book Abstracts (formerly Book News, Inc.)
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Editor/Author Biographies

Manuel Alonso holds a PhD in Marketing and Consumer Behavior from the University of Jaén, Spain. He holds a degree in Business and a degree in market research and techniques from the University of Granada, Spain. His areas of interest are sports marketing and social marketing.

He currently works at the Universidad Católica de la Santísima Concepción in Chile. There develops academic and research work. Neuromarketing currently develops projects applied to consumer behavior in health.

Manuel is the director of sports marketing magazine has estimated its launch in 2014. Has published articles in international journal on the subject of satisfaction and intention to attend sporting events.

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