Sport Consumer Behaviour

Marketing Strategies

By: Daniel C Funk, Kostas Alexandris, Heath McDonald

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Paperback | 2 August 2022 | Edition Number 2

At a Glance

Paperback
354 Pages

Edition Type
New edition

Dimensions(cm)
24.61 x 17.4 x 1.88

Paperback

RRP $96.99

$84.25

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Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and industry professionals become more effective practitioners.

Written by three of the world's leading sports marketing academics, the book covers all the key topics in consumer behaviour, including:

user experience and service design
segmenting consumer markets, building profiles, and branding
decision-making and psychological consequences
consumer motivation, constraints, and personalities
service quality and customer satisfaction
socio-cultural and technological advancements influencing consumption

This updated edition includes expanded coverage of key emerging topics such as technology (from streaming apps to wearables), esports and gamification, consumer research, brand architecture, consumer decision making, and fan attitudes. Including international examples throughout, it helps the reader to understand customer motivation and how that drives consumption, and how design-relevant factors influence user experiences and can be used to develop more effective marketing solutions.

This book is an invaluable resource for anyone involved in the sport, recreation, and events industries, from students and academics to professional managers.

An accompanying eResource provides quizzes exclusively for instructors to assist student learning.

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