Digital Marketing in Sports by Brandon Mastromartino, James J... - 9781032553726

Digital Marketing in SportsGlobal Perspectives\nAuthor(s): Brandon Mastromartino, James J. Zhang\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032553726, 978-1032553726\nSynopsis\nThis book examines how the sport industry is adapting to the needs of the digital-first global economy. \n\nFocusing on digital techniques in sport marketing, this volume explores new and emerging technologies and considers how they can help to build commercially successful and sustainable sport business. Featuring the work of sport business and management researchers from around the world, the book shines new light on key aspects of sport marketing such as brand development, consumer behavior and marketing communications. Illustrated with informative figures throughout, it presents cutting-edge case studies and new research on digital marketing covering topics including the metaverse and video games; esports; athlete endorsement; digital immersion.