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Strukturierung der Erscheinungsformen des Ambush Marketing

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  • Nufer, Gerd
  • Simmerl, Christian

Abstract

Ambush Marketer versuchen, Sportgroßveranstaltungen in unautorisierter Art und Weise durch immer wieder neue, innovative Ideen für eigene kommunikationspolitische Zwecke zu nutzen. Dabei sind die Erscheinungsformen des Phänomens Ambush-Marketing sehr variantenreich. Um sich einen Überblick hierzu bilden zu können, ist die Unterteilung von Maßnahmen in unterschiedliche Fallgruppen unerlässlich. Der vorliegende Beitrag beschäftigt sich mit dieser Strukturierung. Unter Berücksichtigung der spezifischen Rahmenbedingungen bei Sportereignissen werden bislang in der Literatur existierenden Modelle vorgestellt, die das Thema aus differenzierten Blickwinkeln in Augenschein nehmen. Darauf aufbauend wird unter Zuhilfenahme zahlreicher praktischer Beispiele ein eigener, neuer Ansatz zur Strukturierung der Erscheinungsformen des Ambush Marketing entwickelt.

Suggested Citation

  • Nufer, Gerd & Simmerl, Christian, 2008. "Strukturierung der Erscheinungsformen des Ambush Marketing," Reutlingen Working Papers on Marketing & Management 2008-06, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:200806
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    References listed on IDEAS

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    1. Pechtl, Hans, 2007. "Trittbrettfahren bei Sportevents: das Ambush-Marketing," Wirtschaftswissenschaftliche Diskussionspapiere 01/2007, University of Greifswald, Faculty of Law and Economics.
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