IGI Global Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations (Advances in Marketing, Customer Relationship Management, and E-services)

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students. About the Author Manuel Alonso holds a PhD in Marketing and Consumer Behavior from the University of Jaén, Spain. He holds a degree in Business and a degree in market research and techniques from the University of Granada, Spain. His areas of interest are sports marketing and social marketing. He currently works at the Universidad Católica de la Santísima Concepción in Chile. There develops academic and research work. Neuromarketing currently develops projects applied to consumer behavior in health. Manuel is the director of sports marketing magazine has estimated its launch in 2014. Has published articles in international journal on the subject of satisfaction and intention to attend sporting events.