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Preise und Verträge im Sportmarketing

In: Sportmarketing

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR-Marketing)

Abstract

Zusammenfassung In diesem Kapitel wird die Preispolitik des Sportmarketing behandelt. Im Folgenden geht es dabei um die finanziellen und vertraglichen Abmachungen von Rechtegebern und Rechtenehmern. Zudem wird aufgezeigt, dass die Preise das Bewertungs- und Verhandlungsergebnis der Partner darstellen. Darüber hinaus werden verschiedene Preisstrategien im Sportmarketing erläutert. Ebenso wird dabei klargemacht, dass es immer weniger um die Durchsetzung von Konditionen eines Wettbewerbs-, Liga- oder Eventvergleichs geht oder um eine einseitige Vorteilsnahme, sondern dass bei einer engen Zusammenarbeit ein hohes Maß an gemeinsamer Zielvorstellung und gegenseitiger Wertschätzung vonnöten ist.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2022. "Preise und Verträge im Sportmarketing," Springer Books, in: Sportmarketing, chapter 5, pages 51-61, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-37176-0_5
    DOI: 10.1007/978-3-658-37176-0_5
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