Sport Consumer Behaviour

Marketing Strategies

Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Sports
Cover of the book Sport Consumer Behaviour by Daniel C. Funk, Kostas Alexandris, Heath McDonald, Taylor and Francis
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Author: Daniel C. Funk, Kostas Alexandris, Heath McDonald ISBN: 9781317431510
Publisher: Taylor and Francis Publication: July 18, 2016
Imprint: Routledge Language: English
Author: Daniel C. Funk, Kostas Alexandris, Heath McDonald
ISBN: 9781317431510
Publisher: Taylor and Francis
Publication: July 18, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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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