Alan Stride

Consumer Behavior of Male and Female Fans towards Women''s Football

Are there marketing opportunities?

• Broschiertes Buch

Produktbeschreibung

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

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 72
• Erscheinungstermin: 18. März 2011
• Englisch
• Abmessung: 220mm x 150mm x 5mm
• Gewicht: 125g
• ISBN-13: 9783844319118
• ISBN-10: 3844319115
• Artikelnr.: 33221579

Autorenporträt

Alan Stride estudió Administración de Deportes y Ocio en la Universidad de Plymouth y en el University College Marjon. Entusiasta del fútbol y con un interés particular en el marketing, decidió basar su tesis de último año en las posibles oportunidades de marketing para el fútbol femenino en Inglaterra.