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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Consumer Behaviour in Sport and Events (Paperback)
Loot Price: R1,643
Discovery Miles 16 430
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Consumer Behaviour in Sport and Events (Paperback)
Expected to ship within 9 - 17 working days
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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 fromstudents to
marketers to academics.
* 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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