Digital marketing in sports: global perspectives
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
[2024]
|
| Schriftenreihe: | World Association for Sport management series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xx, 322 pages Illustrationen, Diagramme 24 cm |
| ISBN: | 9781032553719 9781032553726 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text |
Contents List of figures List of tables List of contributors xi xiii xv PART 1 Introduction 1 1 Transforming Sports Business with Digital Marketing 3 BRANDON MASTROMARTINO, HANNAH H. BO, TROY T. ZHAO, AND JAMES). ZHANG PART 2 Transition from Traditional to Digital Strategies 15 2 17 Sport Consumers from Social Distinction to Digital Immersion ARY JOSÉ ROCCO JUNIOR AND IVAN FUREGATO MORAES 3 Marketing Minor League Sports in the Digital Age 37 BONNIE TIELL 4 Exploring Change Management Activities for Digitalization: The Case of a German Not-for-Profit Sport Club LENNART PAPE AND JOERG KOENIGSTORFER 62
viii Contents PART 3 Brand Management and Communications 5 Developing a Sport Team's Global Fan Nation through Integrating Satellite Fan Segments 89 91 VALENTIN NICKOLAI, FLORIAN PFEFFEL AND DAVID HART 6 Tokyo Games and Omni-channel Marketing 115 SARDAR MOHAMMADI, SEYYED IMAN GHAFFARISADR AND MIKE RAYNER 7 Marketing Communication of Sports Organizations on Social Networks 133 JOSEF VORAUER, TOMÄS RUDA AND NATALIE TAUCHENOVA 8 Release the Kraken: An Analysis of the NHL's Seattle Kraken and Its Digital Brand Launch 156 MELISSA DAVIES, COLE ARMSTRONG, AND MATTHEW BLASZKA 9 Branding Strategies and Practices via Instagram: A Case Analysis 171 GASHAW ABEZA, NORM O'REILLY, AND JAKUB MALŸ PART 4 Revenue Generation and Digital Marketing 10 Global Dark Market Brands: The Curious Case of Mission Winnow in Motorsport 185 187 WALKER J. ROSS 11 Athlete Endorsement and the Business of Sports Amid Covid-19: Lessons from a Digital Media Consumption Enquiry 199 LUKE MOBBERLEY AND JESSICA VREDENBURG 12 Significance of Team Identification in Equity Crowdfunding Campaigns of European Football Clubs 217 SZCZEPAN KOSCI0LEK PART 5 New and Emerging Technologies 233 13 Promoting Sport Business in the Metaverse: An Overview 235 SAM S. CHEN, ZIYOU JIANG, BRETT A. ANDERSON AND TROY T. ZHAO
Contents 14 Metaverse and Video Game: Brand Development in the Sport Industry ix 252 BAPTISTE BROSSILION AND CHIHEB FERJANI 15 Next Generation Fandom in the Australian Context: Digital Engagement, Esports, and Pandemie Effects 273 MICHELLE O'SHEA, SARAH DUFFY, AND DANIEL ROMAN 16 Diversity of Digital Media Landscape in Asia Pacific 291 BO LI, OLAN K.M. SCOTT, STIRLING SHARPER, AND JIAYING WANG Index 305 |
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| discipline | Sport |
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| isbn | 9781032553719 9781032553726 |
| language | English |
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| spelling | Digital marketing in sports global perspectives edited by Brandon Mastromartino and James J. Zhang London Routledge [2024] xx, 322 pages Illustrationen, Diagramme 24 cm txt rdacontent n rdamedia nc rdacarrier World Association for Sport management series Marketing (DE-588)4037589-4 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf Sport (DE-588)4056366-2 gnd rswk-swf Sports / Marketing Sports / Internet marketing Sport (DE-588)4056366-2 s Marketing (DE-588)4037589-4 s Internet (DE-588)4308416-3 s DE-604 Mastromartino, Brandon edt Zhang, James J. (DE-588)118891054X edt Erscheint auch als Online-Ausgabe 9781003430353 Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035278587&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Digital marketing in sports global perspectives Marketing (DE-588)4037589-4 gnd Internet (DE-588)4308416-3 gnd Sport (DE-588)4056366-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4308416-3 (DE-588)4056366-2 |
| title | Digital marketing in sports global perspectives |
| title_auth | Digital marketing in sports global perspectives |
| title_exact_search | Digital marketing in sports global perspectives |
| title_full | Digital marketing in sports global perspectives edited by Brandon Mastromartino and James J. Zhang |
| title_fullStr | Digital marketing in sports global perspectives edited by Brandon Mastromartino and James J. Zhang |
| title_full_unstemmed | Digital marketing in sports global perspectives edited by Brandon Mastromartino and James J. Zhang |
| title_short | Digital marketing in sports |
| title_sort | digital marketing in sports global perspectives |
| title_sub | global perspectives |
| topic | Marketing (DE-588)4037589-4 gnd Internet (DE-588)4308416-3 gnd Sport (DE-588)4056366-2 gnd |
| topic_facet | Marketing Internet Sport |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035278587&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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