Once only associated with North America and Europe, formal athletic
events are now becoming more prevalent in Asia as well. With the
expansion of this industry, there is a need for efficient and
strategic advertising to promote competitions, events,and teams.
Emerging Trends and Innovation in Sports Marketing and Management
in Asia brings together research and case studies to evaluate and
discuss the effectiveness of current methodologies and theories in
an effort to improve promotional activities and the organization of
all aspects of the sports industry. This publication is an
essential reference source for academicians, researchers, industry
practitioners, and upper-level students interested in the theories
and practices of sports marketing and management with a special
focus on Asia.
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