Cockayne, David and Wright, Len Tiu (2014) Liberating the modern Chinese football fan: a theoretical perspective. In: Marking Asia Group Scholar Global Business, Marketing and Tourism Conference, November 2014, Indonesia.
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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.
|Item Type:||Conference or Workshop Item (Paper)|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Schools:||The Business School|
|Depositing User:||David Cockayne|
|Date Deposited:||17 Feb 2016 14:10|
|Last Modified:||17 Feb 2016 19:28|
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