- Published: May 2005
- Region: United Kingdom
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International Sport Marketing. Edition No. 1
- Published: September 2010
- Region: Global
- 316 Pages
- VDM Publishing House
The purpose of the study presented in this book was to identify place-specific dimensions of service quality in spectator sport settings (in this case football) and determine if the importance of these dimensions differed across cultures. Appreciating and dealing with differences in (local or national) culture are one of the most critical success factors when developing international marketing strategies. As such this study has made a contribution to the body of knowledge in regard to international marketing in the sport industry.
Hans Westerbeek is Director of the Institute of Sport, Exercise and Active Living at Victoria University (VU)in Melbourne, Australia. He is a full Professor in Sport Management at VU and at the Free University of Brussels in Belgium. He consults internationally and has written more than 15 sport business/management books.