Mobile and e-Marketing in Professional Basketball

Comparison of mobile and e-marketing strategies of first-division basketball clubs in England and Germany and the impacts for CRM and customer loyalty

Jannik Horsmann (Autor)

Buch | Softcover

104 Seiten

2011
VDM Verlag Dr. Müller
978-3-639-10441-7 (ISBN)

Infos

The Internet and the latest technological innovations such as blogs, social media, podcasts, etc. have recently received a considerable amount of interest in the academic literature. Marketers have recognised the remarkable power of these tools in disseminating messages and establishing close relationships with customers. This work presents a snapshot of the current usage of e-marketing and mobile marketing tools and technologies applied by English and German first-division basketball teams. It further compares the two markets with regards to their size and characteristics. A series of semi-structured interviews with marketing executives or managing directors of first-division basketball clubs from England and Germany has been conducted.

Autor

Jannik Horsmann studierte International Cruise Industry Management an der Hochschule Bremerhaven. Im Anschluss absolvierte er ein Master-Studium in International Sports Management an der Northumbria University.

Produkt-Details

• Sprache: englisch
• Maße: 150 x 220 mm
• Gewicht: 154 g
• Themenwelt: Sachbuch/Ratgeber ► Sport ► Allgemeines / Lexika
• Schlagworte: Analysis • Basketball • Sport • Sportmarketing • Twitter
• ISBN-10: 3-639-10441-2 / 3639104412
• ISBN-13: 978-3-639-10441-7 / 9783639104417
• Zustand: Neuware