Sport marketing and the internet
Introduction The Internet is the frontier for sport marketers to build stronger relationships with consumers. The virtual communities of the Internet are a natural extension of the communities that form around sport organizations and teams. Firms are building brand equity and increasing brand loyalty through this new medium. There are, however, a myriad of challenges confronting marketers who test these new and largely unfamiliar water. This study was divided into three parts. Part I profiled Internet users and explored how sports marketers utilize the Internet. Part 2 provided the results of an empirical study evaluating the features of major professional sports team websites (take the USAs websites for example). The final section, reviewed the challenges and opportunities inherent in conducing market research on the Internet.
Sun Van
Shandong Institute of Physical Education, China
国际会议
广州
英文
796
2008-08-01（万方平台首次上网日期，不代表论文的发表时间）