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oapen-20.500.12657-755272023-08-16T02:24:13Z Equity Crowdfunding in Sports Clubs Kościółek, Szczepan Behaviour;Consumer;Consumer-Oriented;Crowdfunding;campaigns;crowdsourcing;equity;Fan Communities;funding;fundraising;Investment;Management;Marketing;Marketing Management;Marketing Strategies;marketing communication;market segmentation;STP approach;Strategic Marketing;Strategies;sport;sports clubs;sports marketing;sport funding;sport management bic Book Industry Communication::W Lifestyle, sport & leisure::WS Sports & outdoor recreation::WSB Sporting events & management::WSBM Sports management & facilities bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing bic Book Industry Communication::K Economics, finance, business & management::KF Finance & accounting::KFF Finance This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented. Presenting international cases and data, including from European football, the book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid understanding of the needs and motivations of potential investors, consumers, and fans. The book sets out a theoretical framework for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the sports crowdfunding market and funders’ behaviours in the crowdfunding campaigns of sports clubs, examines the market segments of the campaigns’ funders, and presents recommendations for developing marketing-mix programs to target them. This is important reading for any researcher, advanced student, or practitioner with an interest in sport business, sport marketing, sport finance, consumer behaviour in sport, or entrepreneurship, innovation, or technology in sport. 2023-08-15T11:55:01Z 2023-08-15T11:55:01Z 2024 book 9781032341170 9781032341163 9781003320623 https://library.oapen.org/handle/20.500.12657/75527 eng Routledge Research in Sport Business and Management application/pdf Attribution-NonCommercial-NoDerivatives 4.0 International 9781000969603.pdf http://www.routledge.com Taylor & Francis Routledge 10.4324/9781003320623 10.4324/9781003320623 7b3c7b10-5b1e-40b3-860e-c6dd5197f0bb 9781032341170 9781032341163 9781003320623 Routledge 163 open access
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This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented.
Presenting international cases and data, including from European football, the book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid understanding of the needs and motivations of potential investors, consumers, and fans. The book sets out a theoretical framework for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the sports crowdfunding market and funders’ behaviours in the crowdfunding campaigns of sports clubs, examines the market segments of the campaigns’ funders, and presents recommendations for developing marketing-mix programs to target them.
This is important reading for any researcher, advanced student, or practitioner with an interest in sport business, sport marketing, sport finance, consumer behaviour in sport, or entrepreneurship, innovation, or technology in sport.
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