ENGLISH

Consumer Behavior Knowledge for Effective Sports and Event Marketing

By Lynn R. Kahle; Angeline G. Close

Book information

Publisher
Taylor & Francis Group
Year
2010
ISBN
9780203844113, 9780415873574
LCC
HF5415.32 -- .C65866 2011eb
Language
english
Format
EPUB
Filesize
575 kB (588477 bytes)
Edition
1
Pages
349\0
Time added
2023-08-24 09:53:41
Consumer behavior. ; Sports -- Marketing. ; Specia

Description

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.

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