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

The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies.The book explains contemporary sport markets, consumer behaviour, marketing strategies and best practices in sport marketing in a clear, comprehensive and engaging way. Built on a foundation of strategic decision-making, it offers a truly diverse set of case studi...