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Liberating the modern Chinese football fan: a theoretical perspective

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.
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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Item Type:
Conference or Workshop Item
Presentation Type:
Paper
Depositing User:
David Cockayne
Date Deposited:
17 Feb 2016 14:10
Revision:
19
Last Modified:
28 Aug 2021 17:24
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