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Author: Lynn R. Kahle Publisher: Routledge ISBN: 113691790X Category : Business & Economics Languages : en Pages : 360
Book Description
The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.
Author: Lynn R. Kahle Publisher: Routledge ISBN: 113691790X Category : Business & Economics Languages : en Pages : 360
Book Description
The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.
Author: Daniel C. Funk Publisher: Routledge ISBN: 0750686669 Category : Business & Economics Languages : en Pages : 253
Book Description
Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. This book provides students and industry professionals with the knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries.
Author: Kostas Alexandris Publisher: Routledge ISBN: 1317431510 Category : Business & Economics Languages : en Pages : 396
Book Description
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.
Author: Daniel Funk Publisher: Routledge ISBN: 1136441611 Category : Business & Economics Languages : en Pages : 253
Book Description
Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. Through a heightened understanding of consumer behaviour, marketers are able to develop communication strategies to enhance the experience, while identifying key elements of the consumer’s decision-making process. This book provides students and industry professionals with the knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries. This comprehensive text covers a wide range of determinants that influence both active recreation and passive spectator participation, and offers the reader: A detailed understanding of the personal, psychological and environmental factors that influence sport and event related consumer behaviour A basis for the development of marketing actions useful in sport and related business, community and government sectors A comprehensive understanding of how individuals associate themselves with sport and event products and services A quick and simple segmentation tool to guide discussion of marketing actions and strategies for four stages of involvement with sport and events A comprehensive events checklist to help understand marketing actions related to the development, promotion and delivery of a sport event. Sport and event consumer behaviour is a rapidly growing area of interest and this book is considered a valuable resource for those involved in the sport and events industries from students to marketers to academics.
Author: Lynn R. Kahle Publisher: Routledge ISBN: 1136917926 Category : Business & Economics Languages : en Pages : 348
Book Description
The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.
Author: Daniel C Funk Publisher: Taylor & Francis ISBN: 1000620387 Category : Business & Economics Languages : en Pages : 353
Book Description
Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and industry professionals become more effective practitioners. Written by three of the world’s leading sports marketing academics, the book covers all the key topics in consumer behaviour, including: • user experience and service design • segmenting consumer markets, building profiles, and branding • decision-making and psychological consequences • consumer motivation, constraints, and personalities • service quality and customer satisfaction • sociocultural and technological advancements influencing consumption This updated edition includes expanded coverage of key emerging topics such as technology (from streaming apps to wearables), e-sports and gamification, consumer research, brand architecture, consumer decision making, and fan attitudes. Including international examples throughout, it helps the reader to understand customer motivation and how that drives consumption and how design-relevant factors influence user experiences and can be used to develop more effective marketing solutions. This book is an invaluable resource for anyone involved in the sport, recreation, and events industries, from students and academics to professional managers. An accompanying eResource provides quizzes exclusively for instructors to assist student learning.
Author: Lynn R. Kahle Publisher: Psychology Press ISBN: 113561671X Category : Business & Economics Languages : en Pages : 453
Book Description
Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.
Author: Richard Shipway Publisher: Routledge ISBN: 113647563X Category : Business & Economics Languages : en Pages : 246
Book Description
This book offers new insight into International Sports Events (ISEs), examining the relationship between sport, tourism and events. It assesses sports events through the lens of both sports participants and spectators, based on three primary themes: impacts, experiences and identities. The first section of the book contributes to the future development of knowledge by analyzing the impact of sport events and their legacies from economic, environmental, social, sporting, political and cultural perspectives – an understanding of the impacts and potential legacies of sports events is fundamental to their future development. In the second section of the book, the focus moves from impact and legacy issues towards exploring consumer behaviour and participant experiences at a diverse selection of International Sports Events. The emphasis within this section is grounded within the tourism dimension of sports events. Section three of the book highlights the dominant role of identity at a diverse selection of sports events, and demonstrates how that identity is displayed whilst either watching or participating in sport and leisure. The book provides an international analysis drawing on emerging empirical research conducted across a diverse range of sport and leisure activities and contrasting locations. Linked to the three underlying themes of the book, a future research agenda for International Sports Events is provided which is centred on four key pillars: impact, identity, internationalization and interdisciplinary research. This timely book will be of interest to students, researchers and academics studying Event Management, Sport Management and Sport Tourism.
Author: Eric C. Schwarz Publisher: Routledge ISBN: 1351667629 Category : Business & Economics Languages : en Pages : 613
Book Description
Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.
Author: Matthew D. Shank Publisher: Routledge ISBN: 1317743458 Category : Business & Economics Languages : en Pages : 672
Book Description
Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.
Author: Lynn R. Kahle
Author: Lynn R. Kahle
Author: Daniel C. Funk
Author: Kostas Alexandris
Author: Daniel Funk
Author: Lynn R. Kahle
Author: Daniel C Funk
Author: Lynn R. Kahle
Author: Richard Shipway
Author: Eric C. Schwarz
Author: Matthew D. Shank