The nature of sports marketing

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Show simple item record Bühler, André de_DE Nufer, Gerd de_DE
dc.contributor.other Rennhak, Carsten de_DE 2007-12-18 de_DE 2014-03-17T11:33:19Z 2007-12-18 de_DE 2014-03-17T11:33:19Z 2006 de_DE
dc.identifier.isbn 1863-0316 de_DE
dc.identifier.other 287168336 de_DE
dc.identifier.uri de_DE
dc.description.abstract Sports marketing has established itself over the last three decades not only as a very special form of marketing but also as an own subject of research. However, it is quite surprising that the nature of sports marketing is relatively unknown as different definitions of sports market-ing indicate. Indeed, a generally accepted definition does not exist to date and opinions about the nature of sports marketing differ widely. This paper examines the nature of sports market-ing and therefore seeks to contribute to the ongoing discussion as to whether sports marketing is any different from principal marketing or just a modified version. It starts with a discussion of three different definitions of sports marketing. Then the unique characteristics of sports and sports marketing are described followed by implications for sporting organisation, companies involved in sports marketing and sports marketing academics. The paper concludes with a summarizing concept of sports marketing that illustrates the very special nature of sports marketing both verbally and graphically. en
dc.language.iso en de_DE
dc.publisher Universität Tübingen de_DE
dc.rights ubt-podok de_DE
dc.rights.uri de_DE
dc.rights.uri en
dc.subject.classification Sport , Marketing , Fußball de_DE
dc.subject.ddc 330 de_DE
dc.subject.other Sportmarketing , Sportmanagement , Sport , Marketing , Fußball de_DE
dc.subject.other Sports , Marketing , Management , Football en
dc.title The nature of sports marketing en
dc.type WorkingPaper de_DE
utue.publikation.fachbereich Sonstige/Externe de_DE
utue.publikation.fakultaet 9 Sonstige / Externe de_DE
dcterms.DCMIType Text de_DE
utue.publikation.typ workingPaper de_DE 3157 de_DE
utue.opus.portal rt-disk-mm de_DE
utue.opus.portalzaehlung 2006.06000 de_DE
utue.publikation.source Reutlinger Diskussionsbeiträge zu Marketing & Management ; 2006,6 de_DE
utue.publikation.reihenname Reutlinger Diskussionsbeiträge zu Marketing & Management de_DE
utue.publikation.zsausgabe 2006, 6
utue.publikation.erstkatid 2658712-9


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