RE-ENCHANTING THE CHINESE SPORT SPECTATOR – A POSTMODERN PERSPECTIVE ON SPORT MARKETING IN CHINA
Global Marketing Conference
2014 Global Marketing Conference at Singapore
(2014.07)
pp.1821-1825
pp.1821-1825
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
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.
Author