Table of contents
Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand
Andrew Grainger, Steven J. JacksonThe message to international marketers has long been “think global, act local”, but the complexity of the issue has rarely been explored empirically. This analysis examines the…
451
Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter
T. Bettina Cornwell, George E. RelyeaAn empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively…
1368
Eduselling: The Role of Customer Education In Selling to Corporate Clients in the Sport Industry
William A. Sutton, Tony Lachowetz, John ClarkEduselling is a unique form of selling as it combines needs assessments, relationship building, customer education and aftermarketing in a process that originates at the prospect…
162
Maximising Sport Sponsorship Investments: A Perspective on New and Existing Opportunities
Nigel CurrieSponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and Digital TV and…
455
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang