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dc.contributor.authorKościółek, Szczepan
dc.date.accessioned2023-08-15T11:55:01Z
dc.date.available2023-08-15T11:55:01Z
dc.date.issued2024
dc.identifier.urihttps://library.oapen.org/handle/20.500.12657/75527
dc.description.abstractThis 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.en_US
dc.languageEnglishen_US
dc.relation.ispartofseriesRoutledge Research in Sport Business and Managementen_US
dc.subject.otherBehaviour;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 managementen_US
dc.titleEquity Crowdfunding in Sports Clubsen_US
dc.title.alternativeConsumer-Oriented Strategic Marketingen_US
dc.typebook
oapen.identifier.doi10.4324/9781003320623en_US
oapen.relation.isPublishedBy7b3c7b10-5b1e-40b3-860e-c6dd5197f0bben_US
oapen.relation.isbn9781032341170en_US
oapen.relation.isbn9781032341163en_US
oapen.relation.isbn9781003320623en_US
oapen.imprintRoutledgeen_US
oapen.pages163en_US
oapen.remark.publicFunder name: Jagiellonian University in Krakow
peerreview.anonymitySingle-anonymised
peerreview.idbc80075c-96cc-4740-a9f3-a234bc2598f1
peerreview.open.reviewNo
peerreview.publish.responsibilityPublisher
peerreview.review.stagePre-publication
peerreview.review.typeProposal
peerreview.reviewer.typeInternal editor
peerreview.reviewer.typeExternal peer reviewer
peerreview.titleProposal review
oapen.review.commentsTaylor & Francis open access titles are reviewed as a minimum at proposal stage by at least two external peer reviewers and an internal editor (additional reviews may be sought and additional content reviewed as required).


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