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Consumer Behaviour in Sport and Events Marketing Action

ISBN-10: 0750686669

ISBN-13: 9780750686662

Edition: 2009

Authors: Daniel C. Funk, Kostas Alexandris, Heather McDonald

List price: $57.95
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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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Book details

List price: $57.95
Copyright year: 2009
Publisher: Routledge
Publication date: 10/17/2008
Binding: Paperback
Pages: 272
Size: 5.75" wide x 8.75" long x 0.50" tall
Weight: 0.880
Language: English

The author of the proposed Sport Consumer Behaviour: Marketing Action for Sports and Sporting Events book has unique knowledge and skills in the areas of sport, events and tourism. Dr Funk combines a strong background in Sport Marketing and Sport Consumer Behaviour with 7 years industry experience in running sporting events. Dr Funk has taught in various countries and brings an international flavour to the project.

Heather McDonald is a full-time writer, performer, and story producer on the E! Channel's top rated show, Chelsea Lately, and stars in the show's spin-off, After Lately. She is a graduate of the University of Southern California and lives in San Fernando Valley, California, with her husband, Peter, their two sons, and her stepdaughter. Visit her website at HeatherMcDonald.net.

Sport Marketing Series Preface
Acknowledgements
About the Author
Series Editor Information
Introduction
Provides the reader with an introduction to sport and event consumer behaviour followed by a comprehensive understanding of motivation, decision-making and a discussion of sportmarketing activities
Introduction to Sport and Event Consumer Behaviour
Sport and Event Consumer Motivation
Consumer Decision-Making in Sport and Events
Marketing Action for Sport and Events
Provides the reader with a comprehensive understanding of Awareness, Attraction, Attachment, and Allegiance with marketing strategies to promote sport consumption within each stage and concludes with a discussion of perceived constraints that modify or inhibit behaviour
Consumer Awareness of Sport and Events
Consumer Attraction to Sport and Events
Consumer Attachment to Sport and Events
Consumer Allegiance to Sport and Events
Constraints to Sport and Event Consumption
Provides an "Event Management Checklist: A Functional Guide to Preparation and Success" to help understand marketing actions related to the development, promotion and delivery of a sport event
Administrative Services
Facilities and Support Services
Special Events and Services
Index