Consumer Behavior Knowledge for Effective Sports and Event Marketing

Download or read book Consumer Behavior Knowledge for Effective Sports and Event Marketing written by Lynn R. Kahle and published by Routledge. This book was released on 2011-01-07 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.