Challenges and opportunities of contemporary sport marketing: strategic perspectives / Ruth M. Crabtree and James J. Zhang -- Marketing strategies for reaching Iranian older adults: a social network based on physical activity promotion / Sara Keshkar and Zahra Mohammadi -- Fitness center marketing in Thailand: antecedents and consequences of COVID-19 pandemic / Dittachai Chankuna and Nilmanee Sriboon -- Challenges in the marketing of intercollegiate athletics: perspectives of college football marketing directors / Jonathan J. Benedek and Paul M. Pedersen -- Analyzing minor league sport markets in the United States: proposing a marketing model / Bonnie Tiell and Danielle C. Foster -- Sustainable development of sport event tourism destinations: perspectives of the core stakeholders in China / Ruiying Shi and Tao Yang -- Marketing management in the football industry: guidelines, trends, and proposals / Ivan Furegato Moraes, Ary José Rocco Junior and Flávia da Cunha Bastos -- Sports marketing and social media strategies: a literature review and research agenda / Deniz Zeren, Ismail Erkan and Fulya Acikgoz -- Sports fans' defense of the tribal brand: exploring determinants across two continents / Jeremy J. Sierra, Harry A. Taute and Byung-Kwan Lee -- Development digital marketing plans through understanding use behavior of fitness apps in Portuguese fitness centers / Helena Ferreira-Barbosa, Jerónimo García-Fernández and Gabriel Cepeda-Carrión -- Sport development strategies and practices in Chinese small towns / Yan Wang, Jin-sheng Liu, Kyungyeol (Anthony) Kim and James J. Zhang -- Marketing strategies and practices of women's soccer in the United States: historical perspective / Chris Henderson, Becca Leopkey and James J. Zhang -- Significant influence of a major policy on strategic management and marketing: analyzing the effect of title IX on collegiate athletics / Joseph C. Kennedy, Andrew Kim and Lauren M. Johnson -- Athlete-brand relationships in the era of "cancel culture": insights, analyses, and strategic development / Rhiannon MacDonnell Mesler, Katharine Howie, Jessica Vredenburg and Jennifer Chernishenko -- Focusing on quality product: development and promotion of robust fitness programs through humanistic coach training / Hailiang Yu -- Resource mobilization for sport activities in Tanzanian secondary schools: -- Application of strategic internal marketing / Alfa Simwanza and Stephen Mabagala.

"This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the US, China, Europe, the Middle East, South America and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sports marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or global business"--