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Consumer behavior knowledge for effective sports and event marketing
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Book
Consumer behavior knowledge for effective sports and event marketing
2011
Overview
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 a) influencing behaviors in society and sports, b) building relationships with consumers through sports and events, and c) providing services to consumers through
Publisher
Psychology Press
Subject
ISBN
9780415873581, 0415873584, 9780415873574, 0415873576
