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. INTRODUCTION The aim of this theoretica...

‘Service dominant’ (S D) logic is premised upon a service centric approach to marketing. The S D logic emphasises that value is co created with customers, the use of operant resources, and that value is conceptualised subjectively and realised when the customer uses firm offerings (Skålen & Edvardsson, 2016). The S D logic guides actors toward understanding value as co created and assessed in u...

Fantasy football participation is an extremely-popular, yet unique online activity that combines traditional sport fandom with interactive components to enhance a fan’s overall sport experience. The player-specific concentration of the game, however, has the potential to alter traditional team-focused loyalties that have driven sport consumer behavior inquiry for decades. Due to this intriguing...

BACKGROUND To investigate the alcohol, gambling, and unhealthy food marketing strategies during a nationally televised, free to air, sporting series in Australia. METHODS/APPROACH Using the Australian National Rugby League 2012 State of Origin three-game series, we conducted a mixed methods content analysis of the frequency, duration, placement and content of advertising strategies, comparing...

Abstract. The player of squash has a choice between two options when his/her opponent changes the score from 8:7 to 8:8. The player to receive has to decide whether to play until 9th or until 10th point. We observe in this paper that the score of the squash game can be modelled as a Markov chain. Thus using standard techniques of Markov processes, we can derive the optimal strategy for the squa...