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Basics and Perspectives of Sports Marketing

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Basics and Perspectives of Sports Marketing
Table of contents Index of figures ........................................................................................................ III
1. Differentiation and evolution of dedicated sports marketing ........................... 1
1.1. Historical development and modern definitions ............................................... 1
1.1.1. Historical development ........................................................................... 1
1.1.2. A broader definition ............................................................................ 3
1.2. Distinctiveness of the sports market compared to traditional markets ............. 3
1.2.1. Characteristics of the sports market ................................................... 4
1.2.2. Characteristics of the sports product .................................................. 4
1.2.3. Characteristics of the sports consumer .............................................. 5
2. Defining a marketing mix ..................................................................................... 5
2.1. Analysis phase and market segmentation ....................................................... 5
2.2.1. The traditional four p’s ........................................................................ 8
2.2.2. Additional domains of sports marketing ............................................. 9
3. Current Developments and future perspectives .............................................. 11
3.2. Future possibilities and outlook ..................................................................... 11
Bibliography…………………………………………………..……………………………12
III
Index of figures
Figure 1: Worldwide sports market growth is projected to slow trough 2015…..........11
1
1. Differentiation and evolution of dedicated sports marketing
1.1. Historical development and modern definitions

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