Overview
- Provides basic knowledge ("basics") for professionalising sports marketing
- Outlines the special features, strategy development and use of marketing instruments in the sports market
- Numerous examples and practical suggestions for sports stakeholders and companies
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About this book
This book provides the basic knowledge ("basics") for professional sports marketing and gives suggestions for management practice. In the course of social and economic development, sports marketing has grown from rudimentary beginnings into a highly professional and complex discipline that not only affects those directly involved, but has also involved other interest groups (stakeholders) who often pursue their own and not always compatible intentions and interests.
In addition, megatrends such as digitalisation and globalisation have given new impetus to sports marketing, just as sport itself has changed significantly in all its different manifestations and structures (including professionals and amateurs, sponsorship and organisation, self-determination and external determination).
The authors present the basic building blocks in sports marketing in a compact manner and outline framework conditions, special features, strategy development and the use of marketing instruments. In this way, they create knowledge and understanding for successful sports marketing in the future.
The content
In addition, megatrends such as digitalisation and globalisation have given new impetus to sports marketing, just as sport itself has changed significantly in all its different manifestations and structures (including professionals and amateurs, sponsorship and organisation, self-determination and external determination).
The authors present the basic building blocks in sports marketing in a compact manner and outline framework conditions, special features, strategy development and the use of marketing instruments. In this way, they create knowledge and understanding for successful sports marketing in the future.
The content
- Sports marketing at the centre of different markets
- Basics of sports marketing
- Performance aspects in sports marketing
- Prices and contracts in sports marketing
- Communication issues in sports marketing
- Distribution channels in sports marketing
- Perspectives of sport - opportunities and risks in sports marketing
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Keywords
Table of contents (8 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the authors
Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Economics of the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder & Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel).
Dr Peter Rohlmann is the owner of PR MARKETING, a consulting agency in strategic policy issues, especially sports business, in Rheine/Münsterland.
Bibliographic Information
Book Title: Sports Marketing
Book Subtitle: Fundamentals - Strategies - Instruments
Authors: Manfred Bruhn, Peter Rohlmann
DOI: https://doi.org/10.1007/978-3-658-39122-5
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023
Softcover ISBN: 978-3-658-39121-8Published: 25 September 2022
eBook ISBN: 978-3-658-39122-5Published: 24 September 2022
Edition Number: 1
Number of Pages: X, 85
Number of Illustrations: 1 b/w illustrations, 40 illustrations in colour
Topics: Marketing