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.
Author of HS Reutlingen | Nufer, Gerd |
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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 |