Consumer behavior knowledge for effective sports and event marketing / edited by Lynn R. Kahle, Angeline G. Close.

Format:

Book

Contributor:

Close, Angeline.

Kahle, Lynn R.

Language:

English

Subjects (All):

Consumer behavior.

Sports--Marketing.

Sports.

Special events--Marketing.

Special events.

Communication in marketing.

Physical Description:

1 online resource (349 p.)

Edition:

1st ed.

Place of Publication:

New York : Routledge, 2011.

Language Note:

English

Summary:

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 spor

Contents:

section 1. Influencing behaviors in society and sports

section 2. Building relationships with consumers through sports

section 3. Providing service to consumers through sports and event sponsorship.

Notes:

Description based upon print version of record.

Includes bibliographical references and indexes.

ISBN:

1-136-91790-X

0-203-84411-4

9786613037398

1-283-03739-4

1-136-91792-6

9780203844113

OCLC:

705929251