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Consumer Behavior Knowledge for Effective Sports and Event Marketing

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Amateur Sporting Event
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behavioral segmentation sport
Bowl Games
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collegiate
Consumer Behavior Knowledge
consumer relationship management
corporate
Corporate Hospitality
CSR Activity
CSR Initiative
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Event Sponsorship
events
fan engagement strategies
Give USA Foundation
national
National Champion
NBA
NCAA
NHL
Nonprofit Sport Organizations
Orleans Hornets
Pe Rc
Professional Sporting Events
responsibility
Ski Areas
social
spectator psychology
sponsorship
sponsorship effectiveness analysis
Sport Consumers
Sport Consumption
Sport Participation
Sport Sponsorship
sporting
Sporting Events
sports consumer behavior research applications
Sports Marketers
Sports Marketing
sports marketing research
Sports Property

Product details

  • ISBN 9780415873574
  • Weight: 800g
  • Dimensions: 152 x 229mm
  • Publication Date: 06 Oct 2010
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.
About
Angeline G. Close (PhD, University of Georgia) researches, teaches, and serves the marketing community. Her expertise is in event marketing—namely how consumers' experiences at sponsored events influence attitudes and consumer behavior. Current studies explore engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, and why consumers may resist events. Synergistically, she studies consumers'　experiences with electronic marketplaces—consumers' online experiences, and how they interplay with onground events. Her research ties theory with implications for consumers, society, or consumer-focused business practice. She has contributed peer-reviewed studies in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among other articles and book chapters.　 Lynn R. Kahle (Ph.D. Nebraska, post-doc Michigan) holds the Ehrman Giustina Professorship (endowed, tenured chair) in Marketing and has been the Department Chair in the Department of Marketing at the University of Oregon, USA.　 He has been on the faculty in the Lundquist College of Business since 1983.　 As Department Chair he was instrumental in founding the highly regarded James H. Warsaw Sports Marketing Center. He served as the founding Director of the Center, which Sports Illustrated described as the "best sports management school." (Oct. 7, 2002).　 He has chaired his University's Intercollegiate Athletic Committee and has been active in civic affairs as well, serving among other things as the head of the City of Eugene Human Rights Program.