Sports marketing

Author: Zhu Xiaoming
Publisher:
Publish Date: 2006-10-01
Features: This book focuses on the theme of sports marketing, taking the review of practices and summarization of experience as its starting point and foundation, delving into the micro-level to explore the operational methods of sports marketing and seek strategic and tactical approaches. The book collects classic cases from over 30 enterprises, including both pioneers in sports marketing like Coca-Cola and Samsung, as well as emerging talents such as Lenovo, Hongta, and Anta. When reading these cases, you will notice that they pay special attention to the utilization of communication channels during marketing, emphasize the combination of multiple marketing strategies, and focus on timing their communications—these are the common characteristics of their personalized marketing. Former President of South Africa Nelson Mandela once said, "Sports have the power to change the world." Sports are not only activities loved by people worldwide but are also becoming a new favorite for businesses. Many companies have formed an inseparable bond with sports marketing and achieved remarkable results, including both pioneers like Coca-Cola and Samsung, as well as emerging talents like Lenovo, Hongta, and Anta. Sports marketing can inject elements of fashion, health, and dynamism into brands, attracting more high-end, young, and loyal audiences. As the 2008 Olympics approached, more and more companies began to focus on sports marketing, hoping to leverage it to expand their brands. The book collects classic cases from over 30 enterprises, explores the operational methods of sports marketing, and summarizes their successful practical experiences, helping businesses discover effective approaches to sports marketing and find a sustainable strategic marketing path. This book is of great significance for enhancing the level of sports marketing among Chinese enterprises, exploring sports marketing models with Chinese characteristics, and promoting the further development of sports marketing in China. The book collects classic cases from over 30 enterprises, explores the operational methods of sports marketing, and summarizes their successful practical experiences, helping businesses discover effective approaches to sports marketing and find a sustainable strategic marketing path.