Sport Consumer Behaviour

Viser: Sport Consumer Behaviour - Marketing Strategies

Marketing Strategies

Daniel C. Funk, Kostas Alexandris, Heath McDonald og Daniel Funk

(2016)

Sprog: Engelsk

Taylor & Francis Group

656,00 kr.

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Paperback: 344 sider
Udgiver: Taylor & Francis Group (Juli 2016)
Forfattere: Daniel C. Funk, Kostas Alexandris, Heath McDonald og Daniel Funk
ISBN: 9781138912496

Beskrivelse
Indhold

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.

Part I: Introduction
and Consumer Segmentation
Chapter 1. Introduction to Sport Consumer Behaviour and Decision Making
Chapter 2. Sport Consumer Segmentation

Part II: Inputs: External Forces and Branding
Chapter 3. The Sport Product and the Sport Consumer
Chapter 4. Sport Consumer Behaviour and the Influence of the Socio-Cultural Environment

Part III: Processes: Internal Psychological Components
Chapter 5. Sport Consumer Motivation
Chapter 6. Constraints in Sport Engagement
Chapter 7. Sport Consumer Attitudes
Chapter 8. Personality and Sport Consumer Behaviour

Part IV: Outputs: Sport Consumer Connections and Satisfaction
Chapter 9. The Psychological Continuum Model
Chapter 10. Stages of the Psychological Continuum Model
Chapter 11. Sport Involvement
Chapter 12. Team Identification
Chapter 13. Service Quality and Customer Satisfaction

Part V: An Alternative Perspective on Sport Consumer Behaviour
Chapter 14. Sport Consumption and Marketing Empirical Generalizations

Part VI: Case Studies Case Study
1. Case Study
2. Case Study
3. Case Study
4. Case Study
5. Case Study
6.

Part VII: Topics of Interest for Sport Marketing Topics of Interest for Sport Marketers

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