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Sport consumer behaviour : marketing strategies

Author: Daniel C Funk; Kostas Alexandris; Heath McDonald
Publisher: London : Routledge, 2016.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world's leading sports marketing  Read more...
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Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Funk, Daniel C. (Daniel Carl), 1964-
Sport consumer behaviour.
London : Routledge, 2016
(DLC) 2016005908
(OCoLC)953918815
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Daniel C Funk; Kostas Alexandris; Heath McDonald
ISBN: 9781317431527 1317431529
OCLC Number: 953734929
Description: 1 online resource
Contents: pt. 1. Introduction and consumer segmentation --
pt. 2. Inputs : external forces and branding --
pt. 3. Processes : internal psychological components --
pt. 4. Outputs : sport consumer connections and satisfaction --
pt. 5. An alternative perspective on sport consumer behaviour --
pt. 6. Case studies --
pt. 7. Topics of interest for sport marketing.
Responsibility: Daniel C. Funk, Kostas Alexandris and Heath McDonald.

Abstract:

All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world's leading sports marketing academics, it covers a wide range of areas including: social media and digital marketing, the segmentation of the sport consumer market, service quality and customer satisfaction, sport consumer personalities and attitudes, the external and environmental factors that influence sport consumer behaviour. These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book's companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links. As the only up-to-date textbook to focus on consumer behaviour in sport and events, "Sport Consumer Behaviour: Marketing Strategies" offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.

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