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dc.contributor.authorBühler, Andréen_US
dc.contributor.authorNufer, Gerden_US
dc.contributor.authorRennhak, Carstenen_US
dc.date.accessioned2012-04-16en_US
dc.date.accessioned2012-04-23T07:18:44Z-
dc.date.available2012-04-23T07:18:44Z-
dc.date.issued2006en_US
dc.identifier.piurn:nbn:de:bsz:21-opus-31574en_US
dc.identifier.urihttp://hdl.handle.net/10419/57403-
dc.description.abstractSports 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.en_US
dc.language.isoengen_US
dc.publisherESB Business School Reutlingenen_US
dc.relation.ispartofseriesReutlinger Diskussionsbeiträge zu Marketing & Management 2006-06en_US
dc.subject.ddc650en_US
dc.titleThe nature of sports marketingen_US
dc.typeWorking Paperen_US
dc.identifier.ppn683522957en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen_US
dc.identifier.repecRePEc:zbw:esbwmm:200606-
Appears in Collections:Reutlinger Diskussionsbeiträge zu Marketing & Management, ESB Business School, Hochschule Reutlingen

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