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RE-ENCHANTING THE CHINESE SPORT SPECTATOR - A POSTMODERN PERSPECTIVE ON SPORT MARKETING IN CHINA
David C. Cockayne 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.9
The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management.
Chinese Football – From a State-Led Past to a Digital Future
David Cockayne,Simon Chadwick,Jonathan Sullivan 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.3
Following the 2014 announcement of Xi Jingping’s vision for China to create a domestic sport economy worth $800+ million by 2025, discussion has arisen around how this might be achieved, who the key players in this industry are, and what the broader geo-politic effects might be for China, and the rest of the World. Of particular focus has been the investment and efforts levied specifically toward football. This special issue brings together a selection of the more recent empirical and conceptual studies concerned with China and football. This initial paper is presented as a contextual precursor to the five papers representing our special issue. Collectively, these papers draw on a variety of methodologies, and consider debates around China and football from micro, meso and more macro perspectives. We believe the research presented in this issue provides a rich and diverse source of learning for researchers and practitioners interested in the nature and effect of China’s footballing vision.
RE-ENCHANTING THE CHINESE SPORT SPECTATOR – A POSTMODERN PERSPECTIVE ON SPORT MARKETING IN CHINA
David C. Cockayne 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management.