Marketing Analysis in Sport Business (PDF)
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This book explores sport marketing analytics. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how analytical procedures are the key to developing effective, evidence-based marketing practices that reflect consumer needs.
Brian H. Yim is an Associate Professor of Sport Administration in the School of Foundations, Leadership and Administration at Kent State University, Kent, OH, USA. His overarching research interest lies in customer relationship marketing with a particular focus on sport fan emotions in various contexts such as professional sport, global sport, fantasy sport, and esports. To date, he has authored or co-authored about 30 articles published in journals including European Sport Management Quarterly and the International Journal of Sports Marketing and Sponsorship. Dr. Yim is the Editor-in-Chief of the Asia Pacific Journal of Applied Sport Sciences and serves as an editorial board member of the International Journal of Sports Marketing and Sponsorship.
James J. Zhang is a Professor of Sport Management at the University of Georgia, Athens, GA, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been Editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in
- 2022, 322 Seiten, Englisch
- Herausgegeben: Kevin K Byon, Brian H Yim, James J. Zhang
- Verlag: Taylor & Francis
- ISBN-10: 1000618919
- ISBN-13: 9781000618914
- Erscheinungsdatum: 15.07.2022
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- Größe: 5.57 MB
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