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Vermarktungsprozesse in der Fußball-Bundesliga

Vermarktungsprozesse in der Fußball-Bundesliga

          
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About the Book

Inhaltsangabe: Einleitung: Fußball ist die unangefochtene Sportart Nummer 1 in Deutschland, Europa und wohl auch weltweit. Als traditioneller Volkssport ohne soziale Grenzen ist Fußball der Sport mit dem größten Zuschauerpotential und hat sich mittlerweile zu einem lukrativen Milliardengeschäft entwickelt. Die Fußball-Bundesliga verzeichnet von Jahr zu Jahr neue Umsatzrekorde. Mittlerweile belaufen sich die Gesamterlöse auf mehr als eine Milliarde DM pro Jahr. Wachsende Interessen von Wirtschaft und Medien am Fußball haben dazu geführt, daß dieser verstärkt nach den Regeln ökonomischer Rationalität gestaltet und durch die Vermarktung verwertbarer Rechte finanziert wird. Im Zuge fortschreitender Kommerzialisierung im Profifußball entwickeln sich die Bundesligaclubs zu professionell geführten Wirtschaftsunternehmen. Mit der Zulassung zur Umwandlung vom nicht mehr zeitgemäßen Rechtsstatus des eingetragenen Vereins in Kapitalgesellschaften im Oktober 1998 trug auch der Deutsche Fußball-Bund dieser Entwicklung Rechnung. Diese Arbeit verfolgt das Ziel, die dynamische Kommerzialisierung des Profifußballs anhand der derzeitigen und zukünftigen Vermarktungsstrukturen und -prozesse in der Fußball-Bundesliga darzustellen. Dabei wird nach eingehender Erläuterung der sportlichen und wirtschaftlichen Grundlagen insbesondere die Vermarktung der bedeutendsten Einnahmequellen der Bundesligavereine "unter die Lupe genommen". Gang der Untersuchung: Zum besseren Verständnis ist es zunächst notwendig, als Grundlage die Erläuterung der Organisation des Fußballsports vorzunehmen. Neben der Vorstellung der internationalen Fußballverbände FIFA, UEFA und der Bedeutung der europäischen Vereinswettbewerbe liegt der wesentliche Inhalt in der Darstellung der Aufgaben und der Struktur des Deutschen Fußball-Bundes (DFB). Der Fußball-Bundesliga wird dabei besondere Beachtung geschenkt. Neben der ökonomischen Betrachtung der Fußball-Bundesliga und deren wirtschaftlichen Eckdaten - der Einnahme


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Product Details
  • ISBN-13: 9783838617770
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838617770
  • Publisher Date: 13 Sep 1999
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Weight: 213 gr


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