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Grundlagen des Sportmarketing

In: Sportmarketing

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR-Marketing)

Abstract

Zusammenfassung In diesem Kapitel werden die grundlegenden Aspekte eines kommerziell nutzbaren Sportmarketing dargelegt. Es wird erläutert, in welcher Form sich im Sport Werte schaffen und Einnahmen generieren lassen. Dabei stehen zentrale Themen wie Markenführung und Markenschutz sowie Rechtehandel und Geschäftsmodelle der Vermarktung im Vordergrund. Ebenso die Frage, auf welche Rechtsgrundlagen bei einer Zusammenarbeit mit Partnern zurückgegriffen werden kann. Dabei steht die Sichtweise des Rechtegebers im Zentrum. Ferner werden grundlegende strategische und operative Entscheidungen im Sportmarketing thematisiert.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2022. "Grundlagen des Sportmarketing," Springer Books, in: Sportmarketing, chapter 3, pages 17-37, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37176-0_3
    DOI: 10.1007/978-3-658-37176-0_3
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