05080nam 2200529 450 991073599880332120230829103131.01-00-332062-71-000-96960-61-003-32062-7(MiAaPQ)EBC7279898(Au-PeEL)EBL7279898(EXLCZ)992794229390004120230829d2024 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierEquity crowdfunding in sports clubs consumer-oriented strategic marketing /Szczepan KosciólekAbingdon, England :Routledge,[2024]©20241 online resource (163 pages)Routledge Research in Sport Business and Management SeriesIncludes index.Print version: Kościółek, Szczepan Equity Crowdfunding in Sports Clubs Milton : Taylor & Francis Group,c2023 9781032341163 Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgements -- Introduction -- 1 Strategic Marketing Management -- 1.1 Fundamentals of Marketing -- 1.1.1 Essence of Marketing Activities -- 1.1.2 Marketing-Oriented Management -- 1.1.3 Creating Customer Value -- 1.2 Customer-Oriented Marketing Management -- 1.2.1 Scope and Stages of Marketing Management -- 1.2.2 Internal Environment Analysis -- 1.2.3 External Environment Analysis -- 1.3 Development of Marketing Strategies -- 1.3.1 Material Scope of a Marketing Strategy -- 1.3.2 Segmentation, Targeting, and Positioning -- 1.3.3 Decisions Related to Marketing Mix -- 2 Crowdfunding Campaigns -- 2.1 Essence of Crowdfunding -- 2.1.1 Crowdfunding and Crowdsourcing -- 2.1.2 Nature and Development of Crowdfunding -- 2.1.3 Crowdfunding Platforms -- 2.2 Equity Crowdfunding in Comparison with Other Crowdfunding Models -- 2.2.1 Crowdfunding Classification Criteria -- 2.2.2 Characteristics of Crowdfunding Models -- 2.2.3 Criteria for Selecting a Crowdfunding Model -- 2.3 Behaviour of Crowdfunding Campaign Participants -- 2.3.1 Fundamentals of the Customer's Buying Process -- 2.3.2 Motivations of Crowdfunding Campaign Participants -- 2.3.3 Factors Affecting the Decisions of Campaign Participants -- 2.4 Marketing Management of Crowdfunding Campaigns -- 2.4.1 Segmentation of Crowdfunding Campaign Participants -- 2.4.2 Product, Price, and Distribution in Crowdfunding Campaigns -- 2.4.3 Marketing Communication in Crowdfunding Campaigns -- 3 Sports Clubs -- 3.1 Basis of the Functioning and Financing of Sports Clubs -- 3.1.1 Organisational and Legal Basis -- 3.1.2 Amateur Sports Clubs Funding -- 3.1.3 Professional Sports Clubs Funding -- 3.2 Marketing Management in Sports Clubs -- 3.2.1 Sports Marketing and Sports Clubs.3.2.2 Product, Price, and Distribution in the Case of Sports Clubs -- 3.2.3 Communication, Brand, and Personnel in Sports Clubs -- 3.3 Consumer and Investment Behaviour of Sports Club Fan Communities -- 3.3.1 Specific Nature of Consumer Behaviour of Sports Club Fans -- 3.3.2 Segmentation of Sports Club Fans -- 3.3.3 Fans as Investors in Sports Clubs -- 4 Strategic Marketing Management of Sports Club Equity Crowdfunding Campaigns -- 4.1 Equity Crowdfunding Campaigns of Sports Clubs -- 4.1.1 Sports Club Campaigns as an Area of Sports Crowdfunding -- 4.1.2 Use of Equity Crowdfunding by Sports Clubs -- 4.1.3 Characteristics of Equity Crowdfunding Campaigns of Sports Clubs - On the Example of Campaigns Conducted in Poland -- 4.2 Consumer Behaviour of Participants of Sports Club Equity Crowdfunding Campaigns -- 4.2.1 Motivations of Campaign Participants -- 4.2.2 Segmentation of Campaign Participants -- 4.2.3 Unique Nature of Behaviour of Sports Club Campaign Participants -- 4.3 Developing Marketing Strategies for Sports Club Equity Crowdfunding Campaigns - Recommendations Based on Empirical Research -- 4.3.1 Value Propositions for the Adopted Target Groups -- 4.3.2 Delivery of Value to the Adopted Target Groups -- 4.3.3 Limitations with Regard to the Delivery of Values to the Adopted Target Groups -- Conclusion -- Index.This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented.Routledge Research in Sport Business and Management SeriesSportsFinanceSportsMarketingCrowd fundingSports teamsSportsFinance.SportsMarketing.Crowd funding.Sports teams.796.06/9Kościółek Szczepan1382102MiAaPQMiAaPQMiAaPQBOOK9910735998803321Equity Crowdfunding in Sports Clubs3425184UNINA