Consumer Behavior Knowledge for Effective Sports and Event Marketing

• Other Authors: Close, Angeline (Editor), Kahle, Lynn R. (Editor)
• Format: Book
• Language: English
• Published: New York Psychology Press 2011
• Subjects: Special events > Marketing; Consumer behavior; Communication in marketing; Sports > Marketing
• Online Access: Click Here to View Status and Holdings.

 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.