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Marketing of and with sports is as international as sports itself. While this impression may be intuitively evident during global events such as the Olympic Games, internationalisation also takes place in the daily routines of our increasingly globalised domestic leagues and sports events.

In this book, edited by André Bühler and Gerd Nufer, leading sports economists and marketing experts from around the world provide detailed insights into current issues and future challenges of sports marketing from an international perspective. An excellent survey on:

- Principles of International Sports Marketing - notions, models and concepts
- Sports Marketing Around the World, based on international research from all five continents
- The Future of International Sports Marketing and what corporate management can learn from sports

An inspiring reading and an essential book to gain a better understanding of today´s status quo and developmental stages of sports marketing in the various regions of this world.

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Dr. Gerd Nufer ist wissenschaftlicher Mitarbeiter von Prof. Dr. Ralph Berndt am Lehrstuhl für Marketing der Universität Tübingen und Dozent an verschiedenen Bildungseinrichtungen. Seine Forschungsschwerpunkte und bisherigen Veröffentlichungen liegen im Bereich der Kommunikationspolitik, insbesondere im Sponsoring und Event-Marketing.

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