ABSTRACT

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.

chapter Chapter 1|23 pages

Sport Marketing Analyses

An Introduction

chapter Chapter 3|19 pages

Disruptive Technologies on Sport Event Marketing

New Centrality of Digital Communication

chapter Chapter 4|23 pages

Challenges in Sport Marketing

A Systematic Review of Digital Sport Marketing

chapter Chapter 5|16 pages

Digital Ticketing Utilization in High School Athletics

The Role of Spectator Demographics

chapter Chapter 6|16 pages

Social Media and Stakeholder Relationships

Analyzing an Online Communication Network in the Sport Industry

chapter Chapter 8|19 pages

Examining Facebook Marketing Practice

The Case of New Zealand Provincial Rugby

chapter Chapter 9|19 pages

Analyzing Sport Fan Facebook Pages

Influences of Post Characteristics and Brand Attributes on Fan Engagement

chapter Chapter 12|24 pages

Service Provider Selection with the Analytic Hierarchy Process

An Approach to Sport Facility Enterprization in China

chapter Chapter 14|17 pages

Brand Attributes Scale for Professional Sport Teams

Measuring Strength, Favorability, and Uniqueness of Team Attributes