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Marketing in sports

  • 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.

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Author of HS ReutlingenNufer, Gerd
ISBN:978-3-503-14141-8
Erschienen in:International sports marketing : principles and perspectives
Publisher:Erich Schmidt Verlag
Place of publication:Berlin
Editor:André Bühler, Gerd NuferORCiD
Document Type:Book chapter
Language:English
Publication year:2014
Tag:Internationales Management; Marketing; Sport
Page Number:33
First Page:21
Last Page:53
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:796 Sport
Open access?:Nein