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.

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.

This is an EXACT reproduction of a book published before 1923. This IS NOT an OCR'd book with strange characters, introduced typographical errors, and jumbled words. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book.