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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: Kostas Alexandris Publisher: Routledge ISBN: 1317431510 Category : Business & Economics Languages : en Pages : 378
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: 113644162X Category : Business & Economics Languages : en Pages : 252
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: 113691790X Category : Business & Economics Languages : en Pages : 337
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: David Shilbury Publisher: Routledge ISBN: 1000247457 Category : Sports & Recreation Languages : en Pages : 521
Book Description
Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies. 'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review '. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management
Author: Faganel, Armand Publisher: IGI Global ISBN: 179986782X Category : Sports & Recreation Languages : en Pages : 304
Book Description
The sports industry had impressive global growth over the years, with factors from the introduction of e-sports and new streaming and viewing methods to sponsorships and digital media contributing to its rise. However, the COVID-19 pandemic brought upon a rapid change in this sector. Sports' seasons ended abruptly, people’s escape from reality suddenly vanished, their spending attitudes changed, live games and commercial flights were suspended, hotels were impossible to book, and consumers practically turned into prisoners within their own homes. No live sports matches were to follow on any media either, so specialized sports channels were forced to play old recordings rather than broadcasting new events. Even athletes themselves struggle to stay relevant and thus, try to utilize creative methods to enhance their brand value in these difficult times. With most of the sports leagues shut down during the pandemic, with a few exceptions which performed in empty venues, the restrictions diminished the sports experience compared to the pre-COVID-19 era and the impacts were widespread. Impacts and Implications for the Sports Industry in the Post-COVID-19 Era explores the changes that have been and will continue to be created by the unexpected disruptions that occurred as a result of the pandemic within the sports industry, fans consumption, and recreational habits. The chapters explore the status of sports after the pandemic, paths to recovery, and the future of sports, along with the many impacts and issues that have arisen due to changes in the industry necessitated by COVID-19. Covering important topics such as mental health, impacts on athletes and coaches, the market value for professional sports, consumer behavior during COVID-19, and the changes in marketing, tourism, and business, this book is ideally intended for sports managers, marketers, broadcasting agencies, media specialists, brand managers, fitness professionals, practitioners, stakeholders, researchers, academicians, and students interested in the impacts on the sports industry and the outlook for sports in the post-COVID-19 era.
Author: Patrick Bouchet Publisher: Routledge ISBN: 0415532841 Category : Business & Economics Languages : en Pages : 210
Book Description
Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text. The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological 'label brands' associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible influence of sport brands, their economic and social value, and the subcultures and communities that grow up around them. It also introduces common strategies for growing brands, and growing through brands, and examines the challenges and threats that sport brands face, from boycotts and ambush marketing to counterfeiting. An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management.
Author: Stefan Walzel Publisher: Springer Nature ISBN: 3030564959 Category : Sports & Recreation Languages : en Pages : 370
Book Description
This handbook offers a comprehensive overview of the most important and fundamental elements for the management of team sports organisations. It is intended to meet the needs of full-time and voluntary individuals in management positions in professional and semi-professional sports clubs, leagues and federations, and those who aspire to such positions. In addition to management-relevant aspects, its interdisciplinary approach also includes the basics of law and media, which are vital to the successful management of team sports organisations. Bringing together experts from the respective disciplines, the book’s content is presented in a clear and straightforward manner, facilitating its implementation in practice.
Author: Neven Šerić Publisher: Emerald Group Publishing ISBN: 1787541932 Category : Business & Economics Languages : en Pages : 253
Book Description
The book addresses issues relating to market research applied to the sports business. It aims to cover both theory and practice, targeting students, academics and sports clubs and organisations.
Author: James J. Zhang Publisher: Routledge ISBN: 1351967339 Category : Sports & Recreation Languages : en Pages : 263
Book Description
The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today. Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as: sport marketing in a globalized marketplace corporate social responsibility and sponsorship in sporting events the Olympic brand image and its values sport consumer behaviour and customer satisfaction new digital marketing channels. Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.
Author: Daniel C Funk
Author: Kostas Alexandris
Author: Daniel Funk
Author: Lynn R. Kahle
Author: Daniel C Funk
Author: David Shilbury
Author: Faganel, Armand
Author: Patrick Bouchet
Author: Stefan Walzel
Author: Neven Šerić
Author: James J. Zhang