TY  - CHAP
U1  - Buchbeitrag
A1  - Bühler, André
A1  - Nufer, Gerd
ED  - Bühler, André
ED  - Nufer, Gerd
T1  - Marketing in sports
T2  - International sports marketing : principles and perspectives
N2  - In this chapter the principals of marketing will be explained an transferred to the contex of sports. Following a brief introduction the principles of marketing will be outlined and explained in further detail. Then the subject of sports marketing will be introduced from different perspectives using various definitions and approaches. Afterwards the focus is on the unique characteristics of sports marketing before a model of sports marketing will be presented. Then it will be shown how professional sporting organisations might market their products an themselves. The chapter concludes with a detailed case study using the example of FC St. Pauli which is one of only few real brands in German sports.
KW  - Sport
KW  - Marketing
KW  - Internationales Management
Y1  - 2014
SN  - 978-3-503-14141-8
SB  - 978-3-503-14141-8
SP  - 21
EP  - 53
S1  - 33
PB  - Erich Schmidt Verlag
CY  - Berlin
ER  -