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Vermarktung des Spitzenhandballs
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Die voranschreitende konomisierung im Teamsport stellt speziell die Frauen-Bundesligavereine vor Herausforderungen. Die berwltigende Konkurrenz durch die bekannteren Mnnerligen, der erhhte Kostendruck und eine forcierte Erfolgsorientierung machen es unerlsslich, Vermarktungspotenziale im Nischenmarkt Frauenhandball optimal auszuschpfen. Gabriele Mielke untersucht, inwieweit es der Handball-Bundesliga Frauen gelingen kann, Vermarktungserlse zu erzielen und sich als Mitanbieter zu behaupten.
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