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Online Public Access Catalogue

题名/责任者:

Sports sponsorship and branding : global perspectives and emerging trends / edited by Ho Keat Leng and James J. Zhang.

出版发行项:

London ; New York, NY : Routledge, Taylor & Francis Group, 2024.

ISBN:

9781032603902

ISBN:

9781032603919

载体形态项:

ix, 317 pages ; 24 cm.

丛编说明:

World Association for Sport Management series

附加个人名称:

Leng, Ho Keat, 1971- editor.

附加个人名称:

Zhang, James J., editor.

论题主题:

Sports sponsorship.

论题主题:

Sports-Marketing.

论题主题:

Branding (Marketing)

中图法分类号:

G80-052

书目附注:

Includes bibliographical references and index.

摘要附注:

"This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management"--

豆瓣简介：