A part of a book
Sport marketing professionals' expertise and knowledge on consumer behaviour
Title of the book
Routledge handbook of Sport Marketing
Address of publication
Nicolas Ch., Chadwick S., Desbordes M.
This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions.
sports, retail, store, marketing, sociology
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