Sport marketing in a global environment : strategic perspectives

Challenges and opportunities of contemporary sport marketing: strategic perspectives / Ruth M. Crabtree and James J. Zhang -- Marketing strategies for reaching Iranian older adults: a social network based on physical activity promotion / Sara Keshkar and Zahra Mohammadi -- Fitness center marketing in Thailand: antecedents and consequences of COVID-19 pandemic / Dittachai Chankuna and Nilmanee Sriboon -- Challenges in the marketing of intercollegiate athletics: perspectives of college football marketing directors / Jonathan J. Benedek and Paul M. Pedersen -- Analyzing minor league sport markets in the United States: proposing a marketing model / Bonnie Tiell and Danielle C. Foster -- Sustainable development of sport event tourism destinations: perspectives of the core stakeholders in China / Ruiying Shi and Tao Yang -- Marketing management in the football industry: guidelines, trends, and proposals / Ivan Furegato Moraes, Ary José Rocco Junior and Flávia da Cunha Bastos -- Sports marketing and social media strategies: a literature review and research agenda / Deniz Zeren, Ismail Erkan and Fulya Acikgoz -- Sports fans' defense of the tribal brand: exploring determinants across two continents / Jeremy J. Sierra, Harry A. Taute and Byung-Kwan Lee -- Development digital marketing plans through understanding use behavior of fitness apps in Portuguese fitness centers / Helena Ferreira-Barbosa, Jerónimo García-Fernández and Gabriel Cepeda-Carrión -- Sport development strategies and practices in Chinese small towns / Yan Wang, Jin-sheng Liu, Kyungyeol (Anthony) Kim and James J. Zhang -- Marketing strategies and practices of women's soccer in the United States: historical perspective / Chris Henderson, Becca Leopkey and James J. Zhang -- Significant influence of a major policy on strategic management and marketing: analyzing the effect of title IX on collegiate athletics / Joseph C. Kennedy, Andrew Kim and Lauren M. Johnson -- Athlete-brand relationships in the era of "cancel culture": insights, analyses, and strategic development / Rhiannon MacDonnell Mesler, Katharine Howie, Jessica Vredenburg and Jennifer Chernishenko -- Focusing on quality product: development and promotion of robust fitness programs through humanistic coach training / Hailiang Yu -- Resource mobilization for sport activities in Tanzanian secondary schools: -- Application of strategic internal marketing / Alfa Simwanza and Stephen Mabagala.