Consumer Behavior of Male and Female Fans towards Women's Football: Are there marketing opportunities? - Couverture souple

Stride, Alan

 
9783844319118: Consumer Behavior of Male and Female Fans towards Women's Football: Are there marketing opportunities?
Couverture souple
ISBN 10 : 3844319115 ISBN 13 : 9783844319118
Editeur : LAP LAMBERT Academic Publishing, 2011

Synopsis

The reputation of women's football is changing. In England the sport is now officially the most popular amongst the female population and we have seen significant improvements to the women's game after decades of stagnation and inadequate conditions for growth. This investigation in to the potential marketing opportunities for women's football in England aims to give the reader an insight in to the factors preventing the sport becoming a viable business enterprise as well as revealing possible avenues to exploit and suggestions on how to gain much needed market share in a male dominated industry. The study uses established marketing concepts, and discussions on sociological issues, in order to rationalise how consumers of football behave. Research is then presented which tests the informed assumptions made by the author, with the overall objective of attempting to distinguish the differences in consumer behaviour of male and female football fans towards the Women's game. Recommended for enthusiasts of Football and anyone with an interest in Sports Marketing

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Présentation de l'éditeur

The reputation of women's football is changing. In England the sport is now officially the most popular amongst the female population and we have seen significant improvements to the women's game after decades of stagnation and inadequate conditions for growth. This investigation in to the potential marketing opportunities for women's football in England aims to give the reader an insight in to the factors preventing the sport becoming a viable business enterprise as well as revealing possible avenues to exploit and suggestions on how to gain much needed market share in a male dominated industry. The study uses established marketing concepts, and discussions on sociological issues, in order to rationalise how consumers of football behave. Research is then presented which tests the informed assumptions made by the author, with the overall objective of attempting to distinguish the differences in consumer behaviour of male and female football fans towards the Women's game. Recommended for enthusiasts of Football and anyone with an interest in Sports Marketing

Biographie de l'auteur

Alan Stride studied Sports and Leisure Management at the University of Plymouth and University College Marjon. A keen Football enthusiast, and with a particular interest in Marketing, he decided to base his final year dissertation on the potential Marketing opportunities for Women's Football in England.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2011
Langue
anglais
ISBN 10 
3844319115
ISBN 13 
9783844319118
Reliure
Broché
Nombre de pages
72
Coordonnées du fabricant
non disponible
Personne responsable
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