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Erlebnismarketing für die Besucher von Sportveranstaltungen: Erlebnisstrategien und -instrumente am Beispiel der Bundesliga

Erlebnismarketing für die Besucher von Sportveranstaltungen: Erlebnisstrategien und -instrumente am Beispiel der Bundesliga

          
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About the Book

Inhaltsangabe: Problemstellung: Erste Szene: Ein Zuschauer steht auf der Tribüne eines Fußballstadions. Fünf Minuten vor Spielbeginn füllen sich nur langsam die Zuschauerränge, denn bei solch schlechtem Wetter haben viele entschieden, vom Fernseher aus das Spiel zu verfolgen. Es regnet, der Wind fegt über die Köpfe der vereinzelten Zuschauer hinweg und Linderung verspricht nur die Halbzeitpause, in der sich die meisten am überdachten Bratwurststand tummeln. Eines ist klar: Nach Spielende wird er, so schnell es geht, nach Hause flüchten, um dort im Kreise seiner Familie den Rest des Tages zu genießen. Nächste Woche bin ich hoffentlich nicht krank, denkt er. Szenenwechsel: Der Protagonist aus der ersten Szene sitzt auf einer überdachten und beheizten Tribüne. Der Regen prasselt auf das Tribünendach. Das Spiel beginnt zwar erst in einer Stunde, jedoch wollten seine Söhne unbedingt früher zu dem Spiel, da heute - wie immer - ein Actionpark im Stadionbereich aufgebaut ist, in dem sie Stunden verbringen könnten. Vor einigen Minuten hat er seinen Nachbarn getroffen, dessen Unternehmen hier eine VIP-Loge gemietet hat. Eigentlich interessiert sich der gar nicht für Sport, aber er sagt, er könne dort gut Kontakte zu anderen Unternehmen knüpfen, und außerdem sind die VIP-Logen einfach grandios. Man komme sich wirklich wichtig vor, sagt er augenzwinkernd. Neben ihm sitzt seine Frau, und beide verfolgen nun gespannt das Gewinnspiel im Rahmenprogramm, an dem sie teilgenommen haben. Sie freut sich schon auf das versprochene Essen mit ihrer Familie nach dem Spiel, zu dem sie sich nicht einmal aus der Arena bewegen müssen, da es hier ein Restaurant gibt. Beide Szenen sind fiktiv und zugespitzt, spiegeln jedoch den Kern meiner Betrachtungen wider. Veranstaltungsorte sind hochprofessionalisierte Dienstleistungsbereiche geworden, die nicht mehr allein nur den hartgesottenen Sportfan ansprechen. Arenen und Stadien sind Erlebniswelten für viele unterschiedliche Besuchergruppen gewor


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Product Details
  • ISBN-13: 9783838679259
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Weight: 267 gr
  • ISBN-10: 3838679253
  • Publisher Date: 25 Apr 2004
  • Height: 210 mm
  • No of Pages: 200
  • Series Title: German
  • Sub Title: Erlebnisstrategien und -instrumente am Beispiel der Bundesliga
  • Width: 148 mm

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Erlebnismarketing für die Besucher von Sportveranstaltungen: Erlebnisstrategien und -instrumente am Beispiel der Bundesliga
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