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Marken und Sport
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Product Details
Erstes deutschsprachiges Kompendium zum Status quo Marken und Sport. Renommierte Autoren beleuchten den Themenkomplex umfassend und werfen einen Blick auf Markenstrategien, Instrumente der Markenfhrung und des Markencontrollings sowie markenrechtliche Aspekte. In erster Linie wird das Markenmanagement von Sportorganisationen und weiteren Akteuren im Sport betrachtet. Darber hinaus wird das Markenmanagement mit Sport thematisiert, also die Nutzung der Strahlkraft des Sports durch Markeninhaber aus anderen Bereichen zu Kommunikationszwecken. Der Leser erhlt einen sowohl wissenschaftlich fundierten als auch praktisch orientierten berblick ber die Facetten dieses sich dynamisch entwickelnden Gebietes. Zahlreiche Fallstudien veranschaulichen die Anwendung der gewonnenen Erkenntnisse.
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