Sport marketing analyses : an introduction / Kevin K. Byon, Brian H. Yim and James J. Zhang -- Application of structural equation model in sport marketing analyses / Kevin K. Byon, Brian H. Yim, Junying An and James J. Zhang -- Disruptive technologies on sport event marketing : new centrality of digital communication / Patrizia Zagnoli and Elena Radicchi -- Challenges in sport marketing : a systematic review of digital sport marketing / Salvador Angosto, Alejandro Lara-Bocanegra, M. Rocío Bohórquez, Jerónimo García Fernández and James J. Zhang -- Digital ticketing utilization in high school athletics : the role of spectator demographics / Armin A. Marquez and Beth A. Cianfrone -- Social media and stakeholder relationships : analyzing an online communication network in the sport industry / Juha Yoon, Wonseok (Eric) Jang and Paul M. Pedersen -- Influence of micro-celebrities on the formulation of social media marketing strategies / Benjamin Mole, Paul Cook and Ruth M. Crabtree -- Examining Facebook marketing practice : the case of New Zealand provincial rugby / Jason Cole, Andrew J. Martin and Ashleigh-Jane Thompson -- Analyzing sport fan Facebook pages : influences of post characteristics and brand attributes on fan engagement / Shang-Chun Ma, Ching-Hung Chang, Shang-Ming Ma, Wan-Chen Chen and James J. Zhang -- Marketing obstacles facing obstacle racing / Jason Reese -- Congruity perceptions in endurance event participant consumers / Jason A. Rice, Marion E. Hambrick and T. Christopher Greenwell -- Service provider selection with the analytic hierarchy process : an approach to sport facility enterprization in China / Yunxia Ding and Yelena Y. Wang -- COVID-19 and economic impacts of major sport events / Lidija Petrović, Miaad Ghasemzadeh and Christopher Hautbois -- Brand attributes scale for professional sport teams : measuring strength, favorability and uniqueness of team attributes / Yukako Wada & Hirotaka Matsuoka -- Analyzing athletes' satisfaction toward the organization of a sport event : development of a questionnaire / Rosa Medina, Oswaldo Ceballos Gurrola, Mireya Medina, Marina Reyes, María Grethel Ramírez and Rosa López de D'Amico.

"This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business"--