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Consumer Behaviour in Sport and Events: Marketing Action (Sports Marketing) | 
 enlarge | Author: Daniel C. Funk
Publisher: Butterworth-Heinemann
Category: Book
List Price: $47.95
Buy New: $37.86
You Save: $10.09 (21%)
New (21) Used (3) from $37.86
Sales Rank: 353555
Media: Paperback
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 9 x 6 x 0.6
ISBN: 0750686669
Dewey Decimal Number: 650
EAN: 9780750686662
ASIN: 0750686669
Publication Date: October 27, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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Product Description
Sport Consumer Behaviour: Marketing Action for Sports and Sporting Events emphasises the role of consumer behaviour in developing strategic marketing activities for sport and related industry sectors. The book provides a detailed understanding of the personal, psychological and environmental factors that influence sport related consumer behaviour. This understanding provides the basis for the development of marketing actions useful in sport and related business, community and government sectors.
The study of sport consumer behaviour examines motivation and behaviour relative to products and services marketed in sport and related industries. This examination covers a wide range of motives that influence both active recreation and passive spectator participation. Given the social, economic, and environmental benefits of sport and sporting events, the challenge for marketers is to understand the complexity of participation to develop marketing communication, enhance the consumption experience, and identify key elements of the decision-making process.
Sport Consumer Behaviour: Marketing Action for Sports and Sporting Events provides a comprehensive understanding of how individuals first become aware, then attracted, attached and finally allegiant to sport products and services. A quick and simple tool to segment consumers into four stages, guides a discussion of marketing actions and strategies for each stage.
The book provides students and industry professionals with knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries. Sport Consumer Behaviour is a rapidly growing area of interest and this book is definitive reading for students to Olympic marketers.
* The first book to address this vitally important and growth area of sports marketing
* International in flavour and written by a world renowned consumer behaviour expert
* Complete with web-based supplement providing a comprehensive planning checklist for event marketers, a Psychological Continuum Model staging score sheet, extra cases, weblinks and PowerPoint slides.
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