This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs.
Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry.
Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.
Author(s): Kevin K. Byon, Brian H. Yim, James J. Zhang
Series: World Association for Sport Management Series
Publisher: Routledge
Year: 2022
Language: English
Pages: 322
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Contents
List of Figures
List of Tables
About This Book
List of Contributors
1. Sport Marketing Analyses: An Introduction
2. Application of Structural Equation Model in Sport Marketing Analyses
3. Disruptive Technologies on Sport Event Marketing: New Centrality of Digital Communication
4. Challenges in Sport Marketing: A Systematic Review of Digital Sport Marketing
5. Digital Ticketing Utilization in High School Athletics: The Role of Spectator Demographics
6. Social Media and Stakeholder Relationships: Analyzing an Online Communication Network in the Sport Industry
7. Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies
8. Examining Facebook Marketing Practice: The Case of New Zealand Provincial Rugby
9. Analyzing Sport Fan Facebook Pages: Influences of Post Characteristics and Brand Attributes on Fan Engagement
10. Marketing Obstacles Facing Obstacle Racing
11. Congruity Perceptions in Endurance Event Participant Consumers
12. Service Provider Selection with the Analytic Hierarchy Process: An Approach to Sport Facility Enterprization in China
13. COVID-19 and Economic Impacts of Major Sport Events
14. Brand Attributes Scale for Professional Sport Teams: Measuring Strength, Favorability, and Uniqueness of Team Attributes
15. Analyzing Athletes’ Satisfaction toward the Organization of a Sport Event: Development of a Questionnaire
Index
