Book Cover

Title Consumer behavior knowledge for effective sports and event marketing / edited by Lynn R. Kahle, Angeline G. Close
Published New York : Routledge, [2011]
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Description 1 online resource (xxxiv, 314 pages) : illustrations
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 . [and others] -- 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
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. 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
Bibliography Includes bibliographical references and indexes
Notes Print version record
Subject Communication in marketing.
Consumer behavior.
Special events -- Marketing.
Sports -- Marketing.
Form Electronic book
Author Close, Angeline.
Kahle, Lynn R.
ISBN 0203844114 (electronic bk.)
9780203844113 (electronic bk.)