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All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to co

Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of s

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applicat

Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of

The sports industry had impressive global growth over the years, with factors from the introduction of e-sports and new streaming and viewing methods to sponsor