Consumer Behaviour in Sport and Events : Marketing Action

by Funk,Daniel

• ISBN13: 9780750686662
• ISBN10: 0750686669
• Format: Paperback
• Copyright: 2008-10-17
• Publisher: Routledge

Summary

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. * 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.

Table of Contents

Sport Marketing Series Preface	p. vii
Acknowledgements	p. ix
About the Author	p. xi
Series Editor Information	p. xiii
Introduction	p. xv
Provides the reader with an introduction to sport and event consumer behaviour followed by a comprehensive understanding of motivation, decision-making and a discussion of sportmarketing activities	p. 1
Introduction to Sport and Event Consumer Behaviour	p. 3
Sport and Event Consumer Motivation	p. 15
Consumer Decision-Making in Sport and Events	p. 29
Marketing Action for Sport and Events	p. 57
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	p. 85
Consumer Awareness of Sport and Events	p. 87
Consumer Attraction to Sport and Events	p. 109
Consumer Attachment to Sport and Events	p. 137
Consumer Allegiance to Sport and Events	p. 167
Constraints to Sport and Event Consumption	p. 187
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	p. 201
Administrative Services	p. 203
Facilities and Support Services	p. 221
Special Events and Services	p. 237
Index	p. 243
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