TY  - CHAP
U1  - Teil eines Buches
A1  - Bühler, André
A1  - Nufer, Gerd
ED  - Bühler, André
ED  - Nufer, Gerd
T1  - Sports marketing in Western Europe
T2  - International sports marketing : principles and perspectives
N2  - This chapter presents the diverse facets of sports marketing in Western Europe. It showcases the most important types of sports, most significant leagues, bestknown clubs, most popular athletes and the biggest sporting events in Western Europe while elaborating on the relevant aspects of sports marketing. We examine European sportsconsumers, characterise the sports marketing market in Western Europe an explain the current scientific/academic status of sports marketing. Moreover, we illustrate the motives for the internationalisation taking place in sports marketing. In conclusion, this chapter includes an international case study on the entry of the NFL into the European market.
KW  - Sport
KW  - Marketing
KW  - Internationales Management
Y1  - 2014
SN  - 978-3-503-14141-8
SB  - 978-3-503-14141-8
SP  - 112
EP  - 134
S1  - 24
PB  - Erich Schmidt Verlag
CY  - Berlin
ER  -