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Title:The nature of sports marketing PDF Logo
Authors:Bühler, André
Nufer, Gerd
Rennhak, Carsten
Issue Date:2006
Series/Report no.:Reutlinger Diskussionsbeiträge zu Marketing & Management 2006-06
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.
Persistent Identifier of the first edition:urn:nbn:de:bsz:21-opus-31574
Document Type:Working Paper
Appears in Collections:Reutlinger Diskussionsbeiträge zu Marketing & Management, ESB Business School, Hochschule Reutlingen

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