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Sportmarketing im Zentrum verschiedener Märkte

In: Sportmarketing

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR-Marketing)

Abstract

Zusammenfassung In diesem Kapitel werden die wesentlichen Begriffe, Strukturen und Besonderheiten des Sportmarktes sowie die systematischen Managementprozesse im Sportmarketing erläutert. Dabei wird eine Unterscheidung zwischen der Sportvermarktung (d. h. Marketing im Sport) und dem Sportsponsoring (d. h. Marketing mit Sport) vorgenommen. Das Sportmarketing ist eine zentrale Voraussetzung zur Professionalisierung der Sportvermarktung und des Sportsponsoring. Die Besonderheiten im Sportmarkt werden ebenso betrachtet wie aktuelle Entwicklungen der Sportvermarktung. Im weiteren Vorgehen wird für das Sportmarketing ein systematischer Managementprozess mit unterschiedlichen Phasen und Entscheidungstatbeständen zugrunde gelegt. Im gesamten Kapitel wird sowohl die Sichtweise des Rechtegebers im Sport als auch die des Rechtenehmers berücksichtigt.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2022. "Sportmarketing im Zentrum verschiedener Märkte," Springer Books, in: Sportmarketing, chapter 2, pages 3-16, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-37176-0_2
    DOI: 10.1007/978-3-658-37176-0_2
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