Sports marketing : fundamentals - strategies - instruments / / Manfred Bruhn and Peter Rohlmann
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| Autore: |
Bruhn Manfred
|
| Titolo: |
Sports marketing : fundamentals - strategies - instruments / / Manfred Bruhn and Peter Rohlmann
|
| Pubblicazione: | Wiesbaden, Germany : , : Springer, , [2023] |
| ©2023 | |
| Descrizione fisica: | 1 online resource (92 pages) |
| Disciplina: | 796 |
| Soggetto topico: | Sports - Marketing |
| Persona (resp. second.): | RohlmannPeter |
| Nota di bibliografia: | Includes bibliographical references. |
| Nota di contenuto: | Intro -- 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. |
| Titolo autorizzato: | Sports Marketing |
| ISBN: | 3-658-39122-7 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910627275303321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |