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....

The research was established in order to analyze how firms within an industrial sector evolve their marketing strategies. The paper also intends to see if there is awareness, especially regarding leader firms, that segmentation strategies require the adoption of both a bottom up and a top down...

Purpose – The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets. Design/methodology/approach – A principal component analysis was conducted to determine the major macro‐ as well as...

Reviews developments in travel and tourism marketing as reflected by articles published in the Journal of Travel and Tourism Marketing over a four‐year period from the journal’s inception in 1992‐1995. Identifies five main themes (economic psychology, market segmentation and travel...

Amid an increasingly turbulent and competitive business environment, strategic marketing plann‐ing is typically referred to as the management discipline which enables the firm to improve its competitiveness by becoming more responsive and adaptable to changing market conditions. Most of the...