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| CONSUMER BEHAVIOUR IN SPORT AND EVENTS
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Marketing Action
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By
Daniel Funk, is a professor of Sport Marketing with the Griffith Business School, Gold Coast, Australia. Dr Funk has established an international
reputation in the area of Sport Marketing with an emphasis in Sport Consumer Behaviour.
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.
Audience
Primary: 2nd and 3rd year undergraduates studying on sports management and events management courses, core modules include: sports event
management, sports marketing, sports management and sports sales and sponsorship
Secondary: Postgraduates on sports and events courses;
professionals working in sport and event management; general marketing courses in services management and consumer behaviour
Contents
Preface
Acknowledgements
About the Author
Part 1 provides the reader with an introduction to sport consumer behaviour followed
by a comprehensive understanding of motivation and a discussion of sport marketing activities.
Chapter 1: Introduction to Sport Consumer
Behaviour
Chapter 2: Sport Consumer Motivation
Chapter 3: Sport Consumer Decision Making
Chapter 4: Sport Marketing Action
Part 2 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.
Chapter 5: Sport Awareness
Chapter 6: Sport Attraction Chapter 7: Sport Attachment
Chapter 8: Sport Allegiance
Chapter 9: Constraints
to Sport Consumption
Part 3 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.
1) Administrative Services
2) Facilities and
Support Services
3) Special Events and Services
| Bibliographic details |
Paperback, 272 pages, publication date: SEP-2008
ISBN-13: 978-0-7506-8666-2
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 39.95
USD 47.95
GBP 26.99
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Last update: 5 Sep 2009
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