Sports marketing
201725299
Sports Marketing Strategy Research of China Enterprise
The sports industry is in the rapid economic development, the national fitness concept deeply rooted in post Olympic era has broad development prospects. This article is mainly from the mode of sports marketing, analyzing the present situation and problems of China's sports marketing, sports marketing strategy for the enterprise of China to point out the development of sports marketing strategy.
Zhe Luo Lei Li
203313375
Coopetition at the sports marketing/entrepreneurship interface: A case study of a Taekwondo organisation
Purpose The purpose of this paper is to help develop the understanding of the nature of coopetition (collaboration as well as competition) and is set in the context of a Taekwondo organisation. Design/methodology/approach Interviews were undertaken with 25 instructors in various clubs within New Zealand's "International Taekwondo" (ITKD) together with 25 students and supplemented with triangulation against secondary data such as websites and media reports. Findings The findings suggest that coopetition can be seen from various perspectives in order that the organisation as a whole benefits. Specifically, while the ITKD is a not for profit firm, individual clubs may compete for revenue from students joining them as opposed to rival clubs. However, clubs collaborate in various way such as once registered, students can train free at rival clubs and resources are to some extent pooled so the ITKD as a whole benefits, e.g. sending competitors overseas and bringing in senior people to undertake a promotio.
Dave Crick James M Crick
166387060
Sports Marketing: A Practical Approach
1. A Practical Approach to Sports Marketing 2. Sports Markets 3. Fan Development 4. Brand Management 5. Gate Revenue Marketing Mix 6. Consumer Ticket Sales 7. Corporate Ticket Sales 8. Sports Media 9. Sports Media Audiences 10. Sports Publicity 11. Sports Advertising Sales 12. Sponsorship: What It Is and How It Works 13. Sponsorship Goals and Strategies 14. Sponsorship Activation 15. Sponsorship Measurement 16. Sponsorship Sales
Larry deGaris
156421618
Emerging Trends and Innovation in Sports Marketing and Management in Asia
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.
Ho Keat Leng Noah Yang Hsu
35771210
Internet and Social Media Strategy in Sports Marketing
The Internet and social media are transforming sports marketing. Historically television broadcasting was the main source of revenue for elite sports teams, leagues and sports federations. This is now changing because the Internet creates new possibilities for the distribution and consumption of sporting events. Social media is creating new forms of communication between fans, athletes, teams and sponsors. Mobile technology is also changing the way that fans consume sports content generally and also at live events. These changes create many strategic challenges and opportunities. This case study presents several frameworks and ideas, in particular the sports ecosystem model, event driven marketing, star marketing and international differences in sports viewing for specific sports. These concepts are illustrated using sports marketing data from ComScore, individual sports organisations and personal research. A framework for the development of a social media strategy is proposed that can be used to evaluate the current position of a sports organisation and also to facilitate the development of a social media strategy. A series of questions is posed to structure the discussion of the strategic and technology issues facing the commercial director of a major sports team.
ECIS
Christopher P Holland
168756858
The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations
The study was conducted to determine the effectiveness of sports marketing strategies used by Zimbabwe's four collegiate sports federations. Its ultimate aim was to increase knowledge on how local sports marketers can use marketing strategy to develop brands which resonate with customers. Fitting with the phenomenological approach, Yin's (2003) model for comparative case studies using multiple sources was adopted. This explains why a methodological triangulation of semi structured questionnaires, focus group discussions, and document analysis was used to collect data from the presidents of the federations and 67 purposively sampled users of their brands. Mixed methods research data analysis procedures were used to analyze data and descriptive statistical measures were used for data display. The findings show that Zimbabwean collegiate sports federations are using ineffective and inappropriate sports marketing strategies. This explains why the levels of brand resonance equity in the industry are low.
Lysias Tapiwanashe Charumbira
169509330
Featuring the Hometown Team in Cause Related Sports Marketing: A Cautionary Tale for League Wide Advertising Campaigns
Bridget Satinover Nichols Joe Cobbs David Raska
144451933
David Falk: Algunas cuestiones abiertas para el marketing deportivo. [David Falk: Some open questions for the sports marketing arena]
David Falk, el que fuera el representante del jugador de baloncesto Michael Jordan, es una figura de referencia para el marketing deportivo. Falk contribuyo decisivamente a revitalizar el marketing deportivo, ayudo a construir lo que probablemente sea la relacion comercial mas importante del deporte Jordan Nike y llevo hasta el extremo la filosofia de que en la negociacion lo importante es que tu cliente llegue a conseguir el maximo dinero posible, mas alla de que ese sea su valor de mercado o que el propio mercado pueda admitir esa inflacion. En este articulo se repasan algunos de los hechos mas destacados de su vida profesional y, desde una perspectiva critica, se relacionan con varias cuestiones abiertas que el mundo academico y profesional del deporte continua discutiendo. Abstract David Falk, former agent of the basketball player Michael Jordan, is a figure of reference for sports marketing. Falk was instrumental in revitalizing the sports marketing. He helped to build what is probably the most important relationship in sport business (Jordan Nike) and strongly defended a radical philosophy of negotiation, where the most important is the maximization of client gains, regardless their true market value or if the market can admit such inflation. This article reviews some of the highlights of his career facts and, from a critical perspective, discusses several open issues related to the academic and professional world of sports. To achieve this aim, several recent contributions to the marketing and sports literature are commented. http:/dx.doi.org/10.5232/ricyde2015.04007 Referencias/references Braunstein Minkove, J. R. Zhang, J. J. Trail, G. T. (2011) Athlete endorser effectiveness: Model development and analysis. Sport, Business, and Management: An International Journal, 1 93 114. http:/dx.doi.org/10.1108/20426781111107199 Cherrier, H. Murray, J. B. (2004) The sociology of consumption, the hidden facet of marketing. Journal of Marketing Management 20, 509 525. http:/dx.doi.org/10.1362/0267257041323954 Chien, P. M. Cornwell, T.B. Pappu, R. (2011) Sponsorship portfolio as a brand image creation strategy. Journal of Business Research, 64, 142 149. http:/dx.doi.org/10.1016/j.jbusres.2010.02.010 Ding, H. A. Molchanov, E. Stork P. A. (2011) The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22 (2) 147 163. http:/dx.doi.org/10.1007/s11002 010 9117 y Falk, D. (2009) The bald truth. New York: Pocket books. Katz, D. (1994) Just Do It: The Nike Spirit in the Corporate World. Hollbrook, MA: Adams Media Corporation. Lear, K. E. Runyan, R. C. Whitaker, W. H. (2009) Sports celebrity endorsements in retail products advertising. International Journal of Retail Distribution Management, 37 (4) 308 321. http:/dx.doi.org/10.1108/09590550910948547 Llopis Goig, R. (2014) Football clubs' ownership and management. The fans' perspective. RICYDE. Revista Internacional de Ciencias del Deporte, 35 (10) 16 33. http:/dx.doi.org/10.5232/ricyde2014.03502 Lypsite, R. (1997, julio 6) If it's gotta be the shoes, he's gotta be the guy. The New York Times. Recuperado el 19 de diciembre de 2014 disponible en: http:/www.nytimes.com/1997/07/06/sports/if it s gotta be the shoes he s gotta be the guy.html Martinez, J. A. (2014) Publicidad, baloncesto y zapatillas. Almeria: Editorial Circulo Rojo. Martinez, J. A. (2014) The paradoxical marketing of sports equipment brands. RICYDE. Revista Internacional de Ciencias del Deporte, 35 (10) 1 3. http:/dx.doi.org/10.5232/ricyde2014.035 Price, J. Remer, M. Stone, D. F. (2012) Subperfect game: Profitable biases of NBA referees. Journal of Economics Management Strategy, 21, 271 300. http:/dx.doi.org/10.1111/j.1530 9134.2011.00325.x Rossiter, J. R. Smidts, A. (2012) Print advertising: Celebrity presenters. Journal of Business Research, 65 874 879. http:/dx.doi.org/10.1016/j.jbusres.2011.01.010 Smit, B. (2008) Sneaker wars. New York: Harper Collins. Strasser, J. B. Becklund, L. (1991) The story of Nike and the men who played there San Diego: Harcourt Brace Jovanovich. Tripp, C. Jensen, T. D. Carlson, L. (1994) The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of Consumer Research, 20 (4) 535 547. http:/dx.doi.org/10.1086/209368 Wang, Y. Hilsman, W. Caudill, S. B. Mixon, F. G. Jr. (2014) Television coverage and outcome uncertainty in sports: Empirical evidence from the NBA and WNBA. RICYDE. Revista Internacional de Ciencias del Deporte, 35 (10) 34 45. http:/dx.doi.org/10.5232/ricyde2014.03503
Jose Antonio Rodriguez Martinez
168416490
Sports Marketing and Social Media
In this chapter, we are going to focus on the impact of Social media to change the marketing world in every industry. Social media marketing (SMM) has had a particular impact in the field of sports marketing. Social media in sports has effectively rendered a new style of communication with important implications for the field. The fans' connection to sports is changing and social media is creating a whole new channel for the fans to interact and be a part of the action beyond that which they may hope to achieve by physically being present at the stadium or the ballpark. Sports organizations today are reliant upon social media for their continued success and growth. This chapter describes how social media is being used amongst sports organizations and how it has changed the sports industry.
Reza Mohammadkazemi
168522231
The Role of Sports Marketing in the Global Marketplace
This chapter introduces the role of sports marketing in the global marketplace, thus explaining the understanding of the concept of sports marketing, internalization of sports, entrepreneurship in sports, branding in sports, sponsorship and sports, Corporate Social Responsibility (CSR) and sports, tourism and sports, regional development and sports, marketing and sports, and action sports. Practitioners in the sports management area need to take advantage of the international marketplace for both their business activities and marketing strategies. This chapter focuses on the various different practical and research avenues for international sports marketing. As the world continues to globalize, it is vital that more practical and research inquiry is focused on how to combine both the sport marketing and international business literature in order to establish a research agenda for future international researchers from around the world to focus on international sporting developments. Understanding the role of sports marketing in the global marketplace will significantly enhance the organizational performance and achieve business goals.
Kijpokin Kasemsap