Purpose: Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication...

Sport atmospherics' influence on the event experience / Mauro Palmero, University of Missouri, United States, Kelly Price, East Tennessee State University, United States -- The marketing implications of up-and-coming sports and of official international sports rating systems / Raymond Stefani,...

"This book provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies"--