Sport Consumer Behaviour: Marketing Strategies provides an essential introduction to understanding the complex nature of consumer behaviour within the sport and events industries. The book seamlessly blends theoretical frameworks with the latest research and practical insights to support students, academics, and industry practitioners in developing effective marketing strategies. Covering a diverse range of themes such as social media and digital marketing, market segmentation, service quality and customer satisfaction, as well as sport consumer personality and environmental influences, the text offers a comprehensive overview of the field. It also presents international case studies on topics including female sport fans, college sports, marathons, and community engagement, thereby enriching the reader’s perspective on global sport consumer trends. Enhancing its academic value, the book features a companion website with exclusive resources, including test banks, slides, and relevant web links, designed to aid both instructors and students. As the only current textbook dedicated to the consumer behaviour of sport and events, this edition stands as an invaluable resource for anyone keen on mastering sport marketing practices.
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