Description
Product ID: | 9780750686662 |
Product Form: | Paperback / softback |
Country of Manufacture: | GB |
Title: | Consumer Behaviour in Sport and Events |
Authors: | Author: Daniel Funk, Kostas Alexandris, Heath McDonald |
Page Count: | 272 |
Subjects: | Market research, Market research, Hospitality and service industries, Sport & leisure industries |
Description: | Select Guide Rating 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 knowledge and skills necessary to meet the marketing challenges facing professionals working in the sport and event industries. 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.
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. |
Imprint Name: | Butterworth-Heinemann Ltd |
Publisher Name: | Taylor & Francis Ltd |
Country of Publication: | GB |
Publishing Date: | 2008-09-16 |