Neuromarketing In Sports
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Neuromarketing In Sports
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Author : Martin Fett
language : en
Publisher: GRIN Verlag
Release Date : 2012-05-29
Neuromarketing In Sports written by Martin Fett and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-29 with Business & Economics categories.
Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Lugano, course: Sponsorship and Partnership Management - Corporate Communication, language: English, abstract: Until now, economic theory has not systematically integrated the impact of emotions on brand perception. Evidence from the evolving discipline of neuroscience suggests that decision-making is dependent on emotional processing. Interdisciplinary research under the label of “neuromarketing” arose. The key idea of this approach is to employ recent neuroscientific methods in order to analyze economically relevant brain processes. This thesis offers an overview of the current state of neuroeconomic research by defining the concept of neuromarketing, explaining methods that are widely used and describing current studies in this new research area. The study which was conducted within this master thesis finally provides guidance for future research. Several studies found that there are no separated ways for cognition and emotion in a human being’s brain. Emotions are deeply connected with cognitive processing and thus, even are a crucial part of human decision making. Since more and more companies want to enhance their brands, products, and services with emotions, they are trying to use this important precondition and are engaging in sports sponsorships, because sports as such is considered the biggest and most emotional power in entertainment business. Several authors claim that in addition there has rarely been coherent research for sponsorship in general – and if at all, then only regarding the awareness of the sponsoring brands. Also, companies are not really aware if they seize the high potential of their sponsorship activities. About 21% of companies that apply sponsorship strategies into practice do not even conduct a controlling phase. They are not measuring the achievement of their sponsorship objectives. Hence, they do not even know the success (or failure) of their strategies. Does sponsorship in sports have significant effects at all? Does it help to increase a brand’s image? Only explicit measuring is very common in controlling the effects of sponsorship activities. The probands are being asked whether they remember one brand or another and how they rate it. Too often, however, the results are biased by many wrong preconditions, for example the Social Desirability Bias or that the sponsors only want to hear what they want to hear.[...]
Strategies In Sports Marketing Technologies And Emerging Trends
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Author : Dos Santos, Manuel Alonso
language : en
Publisher: IGI Global
Release Date : 2014-04-30
Strategies In Sports Marketing Technologies And Emerging Trends written by Dos Santos, Manuel Alonso and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-30 with Business & Economics categories.
The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events.
Neuromarketing Im Sport Markenidentit T Markenpositionierung Markenimage
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Author : Johannes Reichenauer
language : de
Publisher: Diplomica Verlag
Release Date : 2015-09
Neuromarketing Im Sport Markenidentit T Markenpositionierung Markenimage written by Johannes Reichenauer and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-09 with Business & Economics categories.
Die Umsatzzahlen für Sportsponsoring sind seit Jahren steigend. 2015 können in diesem Sektor weltweit ca. 45 Mrd. US-Dollar erreicht werden. Die Bereitschaft für Unternehmenskommunikation im Sport ist somit hoch. Ein ähnliches Bild zeigt der deutsche Sportmarkt, so dass sich Sportsponsoring längst durchgesetzt hat. Viele Millionen Euro werden investiert, um Marken bekannter zu machen. U.a. soll erörtert werden, ob der Nutzen (und auch das Engagement) hierbei größer als die Kosten sind.
Ethics And Neuromarketing
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Author : Andrew R. Thomas
language : en
Publisher: Springer
Release Date : 2016-10-19
Ethics And Neuromarketing written by Andrew R. Thomas and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-19 with Business & Economics categories.
This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.
Sports Marketing And The Psychology Of Marketing Communication
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Author : Lynn R. Kahle
language : en
Publisher: Psychology Press
Release Date : 2004-04-12
Sports Marketing And The Psychology Of Marketing Communication written by Lynn R. Kahle and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04-12 with Business & Economics categories.
This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.
Consumer Behavior Knowledge For Effective Sports And Event Marketing
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Author : Lynn R. Kahle
language : en
Publisher: Routledge
Release Date : 2011-01-07
Consumer Behavior Knowledge For Effective Sports And Event Marketing written by Lynn R. Kahle and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-07 with Business & Economics categories.
The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.
Neuromarketing
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Author : DAVID SANDUA
language : en
Publisher: David Sandua
Release Date :
Neuromarketing written by DAVID SANDUA and has been published by David Sandua this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.
Integrated Marketing Communications Strategies And Tactical Operations In Sports Organizations
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Author : Manuel Alonso Dos Santos
language : en
Publisher:
Release Date : 2019
Integrated Marketing Communications Strategies And Tactical Operations In Sports Organizations written by Manuel Alonso Dos Santos and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Business & Economics categories.
As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.
Advanced Theory And Practice In Sport Marketing
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Author : Eric C. Schwarz
language : en
Publisher: Routledge
Release Date : 2013
Advanced Theory And Practice In Sport Marketing written by Eric C. Schwarz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students. Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills.
Sport Consumer Behaviour
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Author : Kostas Alexandris
language : en
Publisher: Routledge
Release Date : 2016-07-18
Sport Consumer Behaviour written by Kostas Alexandris and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-07-18 with Business & Economics categories.
All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world’s leading sports marketing academics, it covers a wide range of areas including: social media and digital marketing the segmentation of the sport consumer market service quality and customer satisfaction sport consumer personalities and attitudes the external and environmental factors that influence sport consumer behaviour. These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book’s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links. As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.