Marketing Action
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Köp båda 2 för 982 krThe fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies. The book explains contemporary sp...
Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and ind...
'Dr. Funk makes two very important contributions with this book - he provides a comprehensive look at sport consumer behaviour and he discusses its relevance to practice such that the reader can immediately begin to think about how to put this knowledge to work.'
Jay Gladden, Ph.D, Associate Dean Isenberg School of Management, University of Massachusetts
Dr Funk has unique knowledge and skills in the areas of sport, events and tourism. He combines a strong background in Sport Marketing and Sport Consumer Behaviour with 7 years industry experience in running sporting events. Dr Funk has taught in various countries and brings an international flavour to the project.
Preface Acknowledgements About the Author Part 1 provides the reader with an introduction to sport consumer behaviour followed by a comprehensive understanding of motivation and a discussion of sport marketing activities. Chapter 1: Introduction to Sport Consumer Behaviour Chapter 2: Sport Consumer Motivation Chapter 3: Sport Consumer Decision Making Chapter 4: Sport Marketing Action Part 2 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. Chapter 5: Sport Awareness Chapter 6: Sport Attraction Chapter 7: Sport Attachment Chapter 8: Sport Allegiance Chapter 9: Constraints to Sport Consumption Part 3 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. 1) Administrative Services 2) Facilities and Support Services 3) Special Events and Services