Cockayne, David (2014) Re-enchanting the Chinese Sport Spectator - A Postmodern perspective on Sport Marketing in China. In: Global Marketing Conference 2014, July 2014, Singapore.
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.

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