Abstract Kotler popularised the Segmentation, Targeting, Positioning (STP) theory of brand
competition. This theory still dominates marketing textbooks. In this article we show how the …

The literature on the impact of sport events continues to grow. However, existing systematic
reviews have often focused on a specific typology of impact and/or specific events. In this …

Understanding consumer behaviour in evolving subscription markets – lessons from sports
season tickets research | Emerald Insight Books and journals Case studies Expert Briefings …

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 …

Predicting attendance at events is important for efficient facility management and marketing
to maximize crowds. Most work to date is conducted at the aggregate level; however, the …

This study uses neuroimaging methods to identify patterns of brain activation among sport
fans in reaction to team stimuli. In a whole‐brain analysis without selected regions in …

This study proposes an alternative approach to the usual cognitive investigation of the
purchasing behaviour for food products by country-of-origin (COO). The new approach is …

Accurately predicting attendance at live events has important operational and financial
implications for the arts, entertainment and sport industries. Advances in machine learning …

Although niching has been well explored across the marketing, strategy, and consumer
behaviour literature, its application in the sport context to date has been atheoretical …

Event management refers to the ability to apply project management skills in order to initiate
large scale social or business events. Hence, it requires the use of organizational as well as …