Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Publication
Articles 1 - 2 of 2
Full-Text Articles in Marketing
Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso
Abel D Alonso
An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …
Building A Social Media Presence From The Ground Up, Lori Snyder, Cynthia Schmidt
Building A Social Media Presence From The Ground Up, Lori Snyder, Cynthia Schmidt
Lori B Snyder
No abstract provided.