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

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

First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.

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

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