LEADER 02825nam 2200421 450 001 9910627275303321 005 20230224165125.0 010 $a3-658-39122-7 035 $a(CKB)5840000000091779 035 $a(MiAaPQ)EBC7102110 035 $a(Au-PeEL)EBL7102110 035 $a(PPN)264961641 035 $a(EXLCZ)995840000000091779 100 $a20230224d2023 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aSports marketing $efundamentals - strategies - instruments /$fManfred Bruhn and Peter Rohlmann 210 1$aWiesbaden, Germany :$cSpringer,$d[2023] 210 4$dİ2023 215 $a1 online resource (92 pages) 311 $a3-658-39121-9 320 $aIncludes bibliographical references. 327 $aIntro -- Preface -- Contents -- About the Authors -- 1 Introduction -- Abstract -- 2 Sports Marketing at the Center of Various Markets -- Abstract -- 2.1 Marketing in Sport and Marketing with Sport -- 2.2 Sport Marketing as a Prerequisite for Professionalization -- 2.3 Specialties in the Sports Market -- 2.4 Development of Sports Marketing -- 2.5 Sport Marketing as a Management Process -- 3 Basics of Sports Marketing -- Abstract -- 3.1 Value Creation Through Sport -- 3.2 Brand Management and Brand Protection in Sport -- 3.3 Rights Trading and Business Models of Marketing -- 3.4 Legal Basis for Cooperation with Partners -- 3.5 Strategic and Operational Marketing in Sports -- 4 Product and Service Aspects in Sports Marketing -- Abstract -- 4.1 Product and Service Offerings in Sport -- 4.2 Compensation of Marketing Partners -- 4.3 Range of Services as Drivers of Sales -- 5 Prices and Contracts in Sports Marketing -- Abstract -- 5.1 Prices as a Valuation and Negotiation Result -- 5.2 Price Strategies and Influencing Factors -- 6 Communication Topics in Sports Marketing -- Abstract -- 6.1 Communication and Advertising Rights in Sports Marketing -- 6.2 Sports Marketing and Sports Sponsorship -- 6.3 Sports Sponsorship from a Corporate Perspective -- 7 Sales Channels in Sports Marketing -- Abstract -- 7.1 Sales Policy Aspects in Sports Marketing -- 7.2 Individual and Central Marketing -- 7.3 Working with Agencies -- 8 Perspectives of Sport-Opportunities and Risks in Sports Marketing -- Abstract -- 8.1 General Trends for the Sports Ecosystem -- 8.2 System-Immanent Change Tendencies -- 8.3 Instrumentalization of Sport -- References. 606 $aSports$xMarketing 615 0$aSports$xMarketing. 676 $a796 700 $aBruhn$b Manfred$01224932 702 $aRohlmann$b Peter 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910627275303321 996 $aSports Marketing$92980263 997 $aUNINA