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Emerging Trends and Innovation in Sports Marketing and Management in Asia

Book Description

Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, there is a need for efficient and strategic advertising to promote competitions, events, and teams. Emerging Trends and Innovation in Sports Marketing and Management in Asia brings together research and case studies to evaluate and discuss the effectiveness of current methodologies and theories in an effort to improve promotional activities and the organization of all aspects of the sports industry. This publication is an essential reference source for academicians, researchers, industry practitioners, and upper-level students interested in the theories and practices of sports marketing and management with a special focus on Asia.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Foreword
  8. Preface
    1. ORGANIZATION OF THE BOOK
    2. REFERENCES
  9. Acknowledgment
  10. Section 1: Sports Marketing
    1. Chapter 1: The Roles of Sports Sponsorship and Brand Management in Global Sports Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. ROLES OF SPORTS SPONSORSHIP AND BRAND MANAGEMENT IN THE GLOBAL SPORTS MARKETING
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Views on Sports Sponsorship in Singapore
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHODOLOGY
      5. FINDINGS
      6. DISCUSSION
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Branding through Sponsorship-Linked Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. LI NING AND ITS SPONSORSHIP-LINKED MARKETING
      4. BRANDING AND BRAND EQUITY
      5. METHOD
      6. RESULTS
      7. DISCUSSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    4. Chapter 4: A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall
      1. ABSTRACT
      2. INTRODUCTION
      3. RESEARCH OBJECTIVES
      4. BACKGROUND
      5. ISSUES AND PROBLEMS
      6. RESEARCH METHODOLOGY/SOLUTION
      7. RESULTS
      8. FUTURE RESEARCH DIRECTIONS AND LIMITATIONS
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    5. Chapter 5: A Case Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012
      1. ABSTRACT
      2. INTRODUCTION
      3. SPORT MARKETING PROPOSAL FOR THE 2012 TOURNAMENT
      4. CLARIFY MISSION AND OBJECTIVES
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  11. Section 2: Sports Development
    1. Chapter 6: The Asian Sports Market
      1. ABSTRACT
      2. INTRODUCTION
      3. ENTRY STRATEGIES TO GLOBAL MARKETS
      4. ENTRY TO ASIA MARKETS WITH SPORTS MARKETING
      5. DISCUSSION
      6. CONCLUSION
      7. FUTURE RESEARCH DIRECTIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 7: The Influence of Sports Fan Ethnocentrism on Major League Baseball Game Viewing Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. BASEBALL IN KOREA AND TAIWAN
      4. THEORETICAL FRAMEWORK AND HYPOTHESES
      5. METHOD
      6. RESULTS
      7. DISCUSSION
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    3. Chapter 8: Rationalizing Sport Spectatorship
      1. ABSTRACT
      2. INTRODUCTION
      3. ROLE OF SPORTS IN SOCIETY
      4. SPORTS SPECTATORSHIP AND ATTENDANCE
      5. SPECTATORSHIP IN THE S-LEAGUE
      6. CRITICAL ANALYSIS OF THE S-LEAGUE MODEL
      7. RESEARCH METHODOLOGY
      8. FINDINGS
      9. CONCLUSION
      10. RECOMMENDATIONS FOR FUTURE RESEARCH
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
      13. APPENDIX A: SURVEY QUESTIONS
      14. APPENDIX B: FACE-TO-FACE INTERVIEW QUESTIONS
    4. Chapter 9: Participant Perception of the Foreign Sports Talent (FST) Scheme
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTION AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
      11. APPENDIX: SURVEY QUESTIONNAIRE
    5. Chapter 10: Opportunities and Challenges in Wake Sports in Taiwan
      1. ABSTRACT
      2. INTRODUCTION: SPORTS' DEVELOPMENT IN TAIWAN
      3. EXPERIENCING WAKE SPORTS
      4. WATERSKIERS’ AND WAKEBOARDERS’ TRAINING IN TAIWAN
      5. A SPECIAL OPPORTUNITY: THE 2009 WORLD GAMES
      6. THE STRATEGIC CHOICE FOR SKIERS AND RIDERS: CABLE PARKS
      7. SAFETY SOLUTIONS AND RECOMMENDATIONS
      8. CONCLUSION: PRIORITIES FOR ENJOYING WATERSKIING
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    6. Chapter 11: Promoting an Asian Sport to the World
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. GROWTH AND POPULARITY OF TAEKWONDO
      4. 2. SPREAD OF TAEKWONDO IN ASIA AND THE WORLD
      5. 3. MECHANISM, ISSUES, AND CHALLENGES IN MARKETING TKD
      6. 4. KOREAN GOVERNMENT MARKETING STRATEGIES FOR TAEKWONDO
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  12. Section 3: Sociology of Sports
    1. Chapter 12: Football in Singapore
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. THE ORIGIN OF SPORT IN ASIA AND SINGAPORE
      4. 2. FOOTBALL IN SINGAPORE: AN OVERVIEW
      5. 3. HISTORY OF FOOTBALL
      6. 4. THEORETICAL PERSPECTIVES
      7. 5. FOOTBALL AS A CULTURAL PHENOMENON
      8. 6. PROBLEMS AND RECOMMENDATIONS
      9. 7. FUTURE RESEARCH DIRECTIONS
      10. 8. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
    2. Chapter 13: Hosting the Youth Olympic Games
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: A SMALL NATION WITH A VOICE
      4. THE YOG NARRATIVE: BEING PIONEERS AND INNOVATORS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
      11. APPENDIX 1
      12. APPENDIX 2: THE INITIAL BUDGET
      13. APPENDIX 3: GLOSSARY
    3. Chapter 14: Strategies for the Development of Life Skills and Values through Sport Programmes
      1. ABSTRACT
      2. INTRODUCTION
      3. OVERVIEW: DEVELOPMENT OF LIFE SKILLS AND VALUES THROUGH SPORT PROGRAMMES
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  13. Section 4: Sports Management
    1. Chapter 15: Perceived Importance and Extent of Implementation of Volunteer Management Practices
      1. ABSTRACT
      2. INTRODUCTION
      3. METHOD
      4. RESULTS
      5. DISCUSSION
      6. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 16: Coach Education and Learning
      1. ABSTRACT
      2. INTRODUCTION
      3. OVERVIEW OF GLOBAL COACH LEARNING AND DEVELOPMENT
      4. COACH EDUCATION PROGRAMMES IN SINGAPORE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 17: Incorporate Environmental Protection into the Olympic Games
      1. ABSTRACT
      2. INTRODUCTION
      3. THE 2008 BEIJING OLYMPIC GAMES AND THE ENVIRONMENT
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
  14. Compilation of References
  15. About the Contributors