Manuel Alonso Dos Santos

Manuel Alonso holds a PhD in Marketing and Consumer Behavior from the University of Jaén, Spain. He holds a degree in Business and a degree in market research and techniques from the University of Granada, Spain. His areas of interest are sports marketing and social marketing.

He currently works at the Universidad Católica de la Santísima Concepción in Chile. There develops academic and research work. Neuromarketing currently develops projects applied to consumer behavior in health.

Manuel is the director of sports marketing magazine has estimated its launch in 2014. Has published articles in international journal on the subject of satisfaction and intention to attend sporting events.

Publications

Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations
Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations
Manuel Alonso Dos Santos. © 2019. 325 pages.
As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses...
Sport Marketing: Cyber Strategies for Clubs and Events
Sport Marketing: Cyber Strategies for Clubs and Events
Manuel Alonso Dos Santos. © 2017. 13 pages.
This chapter introduces and informs the reader about the new technologies used in the world of sports through their actors: players, athletes, teams, and events. The new...
Strategies in Sports Marketing: Technologies and Emerging Trends
Strategies in Sports Marketing: Technologies and Emerging Trends
Manuel Alonso Dos Santos. © 2014. 363 pages.
The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential...
Sport Marketing: Cyber Strategies for Clubs and Events
Sport Marketing: Cyber Strategies for Clubs and Events
Manuel Alonso Dos Santos. © 2014. 13 pages.
This chapter introduces and informs the reader about the new technologies used in the world of sports through their actors: players, athletes, teams, and events. The new media’s...
The Mediator of Disconfirmation on Satisfaction and Consumer Intentions: Practical Application Effect in a Sporting Event
The Mediator of Disconfirmation on Satisfaction and Consumer Intentions: Practical Application Effect in a Sporting Event
Manuel Alonso Dos Santos, Steve Baeza, Francisco Javier Montoro Ríos. © 2014. 10 pages.
This chapter aims to improve the knowledge on the relationship between disconfirmation, satisfaction, and loyalty within a cognitive affective model. The literature suggests a...