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Record Nr. |
UNINA9910465221103321 |
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Titolo |
Consumer behavior knowledge for effective sports and event marketing / / edited by Lynn R. Kahle, Angeline G. Close |
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Pubbl/distr/stampa |
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New York : , : Routledge, , 2011 |
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ISBN |
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1-136-91790-X |
0-203-84411-4 |
9786613037398 |
1-283-03739-4 |
1-136-91792-6 |
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Descrizione fisica |
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1 online resource (349 p.) |
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Altri autori (Persone) |
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CloseAngeline |
KahleLynn R |
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Disciplina |
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Soggetti |
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Consumer behavior |
Sports - Marketing |
Special events - Marketing |
Communication in marketing |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and indexes. |
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Nota di contenuto |
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section 1. Influencing behaviors in society and sports -- section 2. Building relationships with consumers through sports -- section 3. Providing service to consumers through sports and event sponsorship. |
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Sommario/riassunto |
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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 spor |
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