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Vermarktung von Sportveranstaltungen
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In der Literatur werden Individualsportarten, wie der klassische Marathonlauf, bisher wenig betrachtet und ihre Erfolgsfaktoren nur begrenzt untersucht. Felicitas Schlepper untersucht, welche Erfolgsfaktoren fr die Vermarktung von Sportveranstaltungen definiert sind und entwickelt ein Erfolgsmodell zur Vermarktung des Mnster-Marathons. Die empirische Studie mit dem Konstrukt Kundenzufriedenheit erfolgt mithilfe einer quantitativen Befragung von 526 Lufern. Die Autorin identifiziert Produkt- und Distributionspolitik als grte Treiber der Kundenzufriedenheit und zeigt auf, dass Preis- und Kommunikationspolitik den geringsten Einfluss haben.
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