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This introductory chapter starts with a brief discussion about the differences between the long-standing perspective of sports marketing and more modern sports marketing approach. The discussion leads to the ultimate question whether sports marketing can be seen as a new and independent marketing discipline rather than a normal form of marketing. In addition, a coherent definition of sports marketing will be presented which serves as the underlining definition of this edition volumen. Then the most important characteristics of sports of a marketing perspective will be explained using some real-life examples. The structure as well as the individual chapters of this book will be introduced in the following. This first chapter concludes with the introduction of the German Institute for Sports Marketing which has been founded by the editors of this book.
Marketing in sports
(2014)
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.
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.
Although sports is generally defined as motor activity, it has always been much more than that. Since management and sports follow the same objective of achieving highest performance, correlation between these two fields nowadays become increasingly interesting in terms of corporate strategy. This chapter aims to point out how organisations as well as individuals can benefit from the general and psychological values and strategies of sports, by first looking at the general framework of professional sports an futher applying approaches from various types of sports directly to certain business functions like general management, human resource management and marketing management. The chapter concludes with an international case study and brief outlook.
This concluding chapter summarises and discusses the different parts and findings of the anthology on hand. The main statements and conclusions of each chapter are presented. Following up, the editors try to look into the future of the sports business and sports management in general and the future of sports marketing in particular and draw a final conclusion.
This review gives a short overview of the physical processes involved in the formation of the polyelectrolyte multilayers (PEMs) and their destruction. These two processes are vital for the formation of PEMs with desired physical and chemical structures, and for loading them with active substances and their spatial controlled release. It includes a survey of the physical and chemical properties that are key points for controlling film nanostructure in relation to biological processes and different possibilities for controlling cell behavior by means of film composition, bioactivity, mechanical properties, and three-dimensional organization.
The powder coating of wood products as an emerging environmentally sustainable coating technology holds promise in terms of novel product quality features for engineered wood like medium-density fiberboards (MDFs). However, one major limitation currently impeding widespread application of powder coating technology is the availability of MDF panels that are suitable for this process. Typically, special-grade MDF panels are required that are more costly than standard-grade MDF panels to provide reliable coating quality, which makes powder coating economically unattractive for many users. Methods are needed that allow extending the range of available MDF grades. In the present study, three surface pretreatment approaches for MDFs were studied to increase the processability of standard-grade MDF in the powder coating process: atmospheric plasma pretreatment, infrared irradiation, and moisture equilibration in a climate chamber prior to electrostatic powder application. While atmospheric plasma treatment had no beneficial effect on the use of standard-grade MDF panels, both infrared preheating and preconditioning of the panels under controlled temperature–humidity conditions demonstrated that the range of MDF panels suitable for powder coating can be significantly extended by appropriate selection of the pretreatment procedure.
To prevent high buildings in endangered zones suffering from seismic attack, TMD are applied successfully. In many applications the dampers are placed along the height of the edifice to reduce the damage during the earthquake. The dimensioning of TMD is a multidimensional optimisation problem with many local maxima. To find the absolute best or a very good design, advanced optimisation strategies have to be applied. Bionic optimization proposes different methods to deal with such tasks but requires many repeated studies of the buildings and dampers design. To improve the speed of the analysis, the authors propose a reduced model of the building including the dampers. A series of consecutive generations shows a growing capacity to reduce the impact of an earthquake on the building. The proposals found help to dimension the dampers. A detailed analysis of the building under earthquake loading may yield an efficient design.
Since its early beginnings in the form of correspondence schools, e-learning has generally sought to provide flexibility and high quality education. While these are indeed noble intentions, the reality of today's connected world demands that such programs focus on a different purpose. As the main purpose of e-learning shifts, so must be the design approaches.
Rethinking e-learning requires open-mindedness on the part of academies, designers, cyber educators, legislators, IT and administrators, but also the learners themselves. All who are involved in or impacted by e-learning programs must speak up and finally share their perspectives, but who will be listening? The key to rethinking e-learning lies in the ability of the stakeholders to listen to each other and make decisions which are in the best interest of the learner.
This chapter will propose a new purpose for e-learning and explore promising possibilities for learner-centered design. The future of e-learning can be shaped by the decisions made today, but before any decisions can be made, one must acknowledge e-learning's successes as well as its shortcomings. The purpose of this chapter is to encourage those who are impacted by e-learning to think about the future.