Marketing Und Strategie Im Sport
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Marketing Und Strategie Im Sport
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Author : Frank Daumann
language : de
Publisher: UTB
Release Date : 2015-05-20
Marketing Und Strategie Im Sport written by Frank Daumann and has been published by UTB this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-20 with Medical categories.
Sport und Marketing - das sind im Spitzensport zwei Seiten einer Medaille. Mehr noch, das Marketing ist dort sogar elementarer Teil des strategischen Managements. Das Buch geht deswegen auf die strategische Marketinganalyse, -planung und -implementierung im Sport im Detail ein. Jedes Kapitel wird durch Lernziele eingeleitet und durch ein Repetitorium abgeschlossen, bestehend aus Literaturtipps, einer Zusammenfassung und Fragen.
Guerilla Marketing Als Moderne Kommunikationsstrategie Im Sport
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Author : Marc Graumann
language : de
Publisher: GRIN Verlag
Release Date : 2009
Guerilla Marketing Als Moderne Kommunikationsstrategie Im Sport written by Marc Graumann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Sports & Recreation categories.
Diplomarbeit aus dem Jahr 2007 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 2,3, Technische Universität München, Sprache: Deutsch, Abstract: Im klassischen Marketing, wie in der Vermarktung mit und im Sport fragen sich Strategen und Experten ständig, wie sie ihre Produkte und Dienstleistungen optimal präsentieren und diese möglichst gewinnbringend an ihre Zielgruppen absetzen können. Eine gesättigte Nachfrage, sinkende Preise, die große Anzahl an Anbietern in den meisten Märkten und viele weitere Faktoren führen dabei zu einem hohen Konkurrenzdruck innerhalb vieler Branchen. Es lässt sich momentan deutlich feststellen, dass sich Massenmärkte zunehmend in Teilmärkte aufspalten, die noch härter umkämpft und selektiver sind (vgl. Schulte, Pradel 2006, S. 103). Durch die flächendeckende Verbreitung der IuK-Technologien erhalten Unternehmen mittlerweile nützliche Daten über den Kunden, bzw. dessen Kauf- und Weiterempfehlungsverhalten und können sehr kostengünstig maßgeschneiderte Botschaften in kleine Kundensegmente bringen (vgl. Kotler, Armstrong, Saunders & Wong 2007, S. 846). Für den Konsumenten hingegen besteht theoretisch eine hohe Transparenz beim Vergleich von Produkten und Dienstleistungen, aber gerade diese Flut an Informationen führt in der Praxis dazu, dass sich Angebote schnell angleichen und man rasch den Überblick verliert, welche Offerten einem den größtmöglichen Nutzen bringen (vgl. Kotler, Jain & Maesincee 2002, S. 11 f.).
Event Marketing In Sport Und Kultur
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Author : Gerd Nufer
language : de
Publisher: Erich Schmidt Verlag GmbH & Co. KG
Release Date : 2015
Event Marketing In Sport Und Kultur written by Gerd Nufer and has been published by Erich Schmidt Verlag GmbH & Co. KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Strategies In Sports Marketing Technologies And Emerging Trends
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Author : Dos Santos, Manuel Alonso
language : en
Publisher: IGI Global
Release Date : 2014-04-30
Strategies In Sports Marketing Technologies And Emerging Trends written by Dos Santos, Manuel Alonso and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-30 with Business & Economics categories.
The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events.
Sport Sponsoring Als Bestandteil Einer Marketing Strategie
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Author : Uwe Herberg
language : en
Publisher:
Release Date : 1994
Sport Sponsoring Als Bestandteil Einer Marketing Strategie written by Uwe Herberg and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with categories.
Zukunftsmarketing Im Sportbusiness Die Generation Z Als Zielgruppe Im Sport
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Author : Michael Kempny
language : de
Publisher: GRIN Verlag
Release Date : 2021-12-07
Zukunftsmarketing Im Sportbusiness Die Generation Z Als Zielgruppe Im Sport written by Michael Kempny and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-07 with Sports & Recreation categories.
Bachelorarbeit aus dem Jahr 2021 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 1,7, EBC Hochschule Düsseldorf, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, einen Überblick hinsichtlich der Charakteristika und Besonderheiten der Generation Z in Bezug auf ihren Alltag und gezielt auf den Sport zu bieten. Außerdem soll eine Handlungsempfehlung für vier definierte Bereiche (Sportrezeption, das „Fan“-Sein, Social Media und E-Sport) der Marketingstrategie für Sportanbieter in Bezug auf die Generation Z gegeben werden. Die Forschungsfrage lautet: Was müssen Sportverbände, Sportvereine und Einzelsportler bei ihrer Marketingstrategie in diesen vier Bereichen beachten, um diese immer bedeutsamer werdende Zielgruppe der Zukunft erfolgreich anzusprechen? Die Arbeit beginnt mit einem kurzen Exkurs zum Marketing, bevor ein Literaturüberblick zur Generation Z im Allgemeinen und dann zum Sportkonsum dieser Generation vorgenommen wird. Im methodischen Teil zur Fragenerhebung werden anschließend die grundlegenden Hypothesen vorgestellt, denen durch eine quantitative Studie (Fragebogen) mit Probanden aus dieser Generation nachgegangen wurde. Der Fragebogen wird anschließend deskriptiv und durch Hypothesentests ausgewertet. Aus den Ergebnissen werden Handlungsempfehlungen abgeleitet, aus denen Sportanbieter Schlüsse auf ihre Marketingstrategie innerhalb der definierten Bereiche ziehen können. Die Generation Z ist aus Sicht der Sportanbieter eine Zielgruppe, die nur schwer zu erreichen ist, da sie mit einer Vielfalt an multimedialen Möglichkeiten aufgewachsen ist. Aufgrund dieser Konkurrenz ist es nötig, diese Zielgruppe im Hinblick auf den Sport genauer zu untersuchen. Bisherige Studien und Literatur lassen einen systematischen Überblick über Merkmale dieser Generation bezüglich Alltag und Verhältnis zum Sport vermissen.
Strategic Sport Marketing
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Author : Adam Karg
language : en
Publisher: Routledge
Release Date : 2020-07-25
Strategic Sport Marketing written by Adam Karg and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-25 with Sports & Recreation categories.
Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies. 'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review '. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management
Introduction To Sport Marketing
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Author : Aaron Smith
language : en
Publisher: Routledge
Release Date : 2012-06-14
Introduction To Sport Marketing written by Aaron Smith and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-14 with Business & Economics categories.
Introduction to Sports Marketing is the first book to take the beginner through the sometimes baffling world of sports marketing. Written in a very accessible manner specifically for anyone at the start of their careers, this book explains the basic principles and practices of strategic marketing in the sports industry. Unlike current books available on the market, this is aimed at the beginner and equips them with the skills to: apply marketing theory to the unique sports industry environment conduct an internal and external analysis of a sport organization in order to identify market opportunities apply basic skills in the identification of marketing opportunities, and the formulation of these opportunities into marketing objectives use a marketing framework to develop a strategic sport marketing direction use a marketing framework to develop a sport marketing strategy that addresses segmentation, targeting, differentiation and marketing mix variables utilize control and quality tools to monitor progress and introduce changes to the marketing strategy and tactics. Packed with cases, questions, exercises, illustrations and with supporting online materials, Introduction to Sports Marketing should be the first stop on any sports manager and marketers' reading list.
Introduction To Sport Marketing
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Author : Aaron C.T. Smith
language : en
Publisher: Taylor & Francis
Release Date : 2024-03-29
Introduction To Sport Marketing written by Aaron C.T. Smith and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-29 with Sports & Recreation categories.
Now in a fully revised and updated third edition, Introduction to Sport Marketing is a clear, straightforward, and concise introduction to the theory and practice of sport marketing, and the only sport marketing textbook you will ever need. Built around a step-by-step framework for developing effective sport marketing plans, and full of real-world, international cases, data, and examples, the text helps students to develop the essential skills and subject knowledge required to thrive in today’s fast-paced sport industry. It covers sport marketing at all levels, from grassroots and community sport to international mega-events, and across all sectors from professional sport to public and not-for-profit organisations. Leading the reader through the marketing process, from analysis and setting a strategy to planning the marketing mix, implementation, and evaluation, the text introduces the products, services, distribution channels, and stakeholders that generate value, including brands, merchandise and licensed products, players and athletes, leagues and franchises, and events. This new edition includes expanded coverage of cutting-edge topics, including social media, digital sport marketing, esports, the social impact of sport, ‘sportwashing’ and soft power, innovation and fast prototyping, consumer psychology, and diversity and equity. It includes useful features throughout, from review questions to guides to further resources. This is an essential textbook for any sport marketing course taken as a part of a degree programme in sport management, sport marketing, sport business, sport development, or business, management, and marketing.
Fundamentals Of Sport Marketing
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Author : Brenda G. Pitts
language : en
Publisher: Fitness Information Technology
Release Date : 2013
Fundamentals Of Sport Marketing written by Brenda G. Pitts and has been published by Fitness Information Technology this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Sports categories.
"Fundamentals of Sport Marketing" has long been the premier textbook in its field, and this updated, expanded fourth edition once again delivers superior content for aspiring sport marketers. As the most contemporary, comprehensive text of its kind, Fundamentals of Sport Marketing, 4th Edition, is a must-have resource for current data, trends, and concepts critical to success in the ever-changing world of sport. Students just beginning to explore their options in the sporting industry will gain a firm foundational understanding of sport marketing principles and strategies. As they explore the text, they will encounter a broad range of topics, including in-depth analyses of marketing mix components, media relations in sport, and use of licensing and logos in the sport industry. A brand-new chapter covers social media and its increasing impact on sport marketing. The authors, Dr Brenda Pitts and Dr David K Stotlar are internationally well-known experts in the sport industry. Their extensive experience both consulting and working in the field allows them to share their unique insights with the newest generation of sport marketers.