This is the second edition of a textbook focused on sport consumer behaviour. The first edition combined theory and cutting-edge research with practical guidance to explain reasons for and consequences of sport consumer behaviour with an emphasis on marketing application. This new edition is a substantial revision which provides a new structure for the textbook by reordering and consolidating chapters, modifying existing chapters with new content and examples, introducing new chapters, and removing content based on feedback from readers and industry changes. As a result, the second edition is divided into 4 parts with 15 chapters.
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