Consumer Behavior for Sports & Sporting Events: Marketing Action is a book that emphasizes the role of consumer behavior in developing strategic marketing activities for sport and related events. The book provides a detailed understanding of personal, psychological and environmental factors that influence sport event consumption. This understanding allows for the development of marketing actions useful in matching needs and wants of consumers to build and sustain volume. The book seeks to inform industry professionals and advance students interested in the delivery of sport and event related products and services in business, community and government sectors.