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008			220924s2023 gw | o |||| 0|eng d
020			_a9783658391225
024	7		_a10.1007/978-3-658-39122-5 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5410 _b2023 EB
100	1		_aBruhn, Manfred _eautor _9518570
245	1	0	_aSports Marketing: _bFundamentals - Strategies - Instruments _cby Manfred Bruhn, Peter Rohlmann
250			_a1st ed 2023
264		1	_aWiesbaden _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_aSports marketing at the centre of different markets -- Basics of sports marketing -- Performance aspects in sports marketing -- Prices and contracts in sports marketing -- Communication topics in sports marketing -- Distribution channels in sports marketing -- Perspectives of sport - Opportunities and risks in sports marketing.
520			_aThis 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 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 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.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
700	1		_9518591 _aRohlmann, Peter _eautor
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-39122-5 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_db _b05/2024 _el _zSI