Consumer behavior knowledge for effective sports and event marketing (Book, 2011) [Salisbury University Libraries]
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Consumer behavior knowledge for effective sports and event marketing

Consumer behavior knowledge for effective sports and event marketing

Author: Lynn R Kahle; Angeline G Close
Publisher: New York : Routledge, ©2011.
Edition/Format:   Print book : EnglishView all editions and formats
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.
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Details

Document Type: Book
All Authors / Contributors: Lynn R Kahle; Angeline G Close
ISBN: 9780415873574 0415873576 9780415873581 0415873584
OCLC Number: 548660415
Description: xxxiv, 314 pages : illustrations ; 23 cm
Contents: Foreword : "Consumers : alpha and omega of marketing" / Stephen A. Greyser --
Introduction : The study of sports and events consumer behavior / Jesse King, Lynn R. Kahle, and Angeline G. Close --
A framework for measuring the contributions of sport to society : actors, activities, and outcomes / Seung Pil Lee and T. Bettina Cornwell --
The psychology of fandom : understanding the etiology, motives, and implications of fanship / Edward R. Hirt and Joshua J. Clarkson --
Spectator rage : an overview / Scott A. Jones, Stephen J. Grove, and Gregory M. Pickett --
Sport-related subculture as a useful basis of market segmentation : insights for ski area managers / Debra L. Scammon [and others] --
The impacts of corporate social responsibility on NBA fan relationships : a conceptual framework / Pamela A. Kennett-Hensel, Russell Lacey, and Matt Biggers --
And a child athlete will save us : marketing psychosocial and physical benefits of sport to children, adolescents, coaches, and parents / Steven J. Andrews --
The motivations associated with attendance and participation in an amateur sporting event / Lada Helen V. Kurpis and Carl S. Bozman --
Hospitality : a key sponsorship service in sports marketing / Rick Burton .. [et al.] --
Assessing existential validity of the bowl championship series rankings / Thomas J. Reynolds --
Service quality perceived by fans at professional sporting events / Florian Riedmueller --
Event marketing and sponsorship : lessons learned from the Tour de Georgia cycling races / R. Zachary Finney, Russell Lacey, and Angeline G. Close.
Responsibility: edited by Lynn R. Kahle, Angeline G. Close.

Abstract:

Helps readers learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers  Read more...
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"This book adds to our understanding of the complex world in which the sports consumer resides. The diversity of the topics explored, the up- to -date data and issues described, and the expertise of Read more...

 
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