André Bühler is Head of Market Research at the world’s leading sports research consultancy IFM Sports, Germany. After studying International Business and Management, Business Psychology and Marketing at Nürtingen University (Germany), he obtained a PhD in the field of sports marketing at the University of Plymouth (UK) and worked as a Research & Scholarship Consultant for the Heidelberg International Business Academy. He has published numerous papers on sports management and contributed to various books on sports marketing.Gerd Nufer is Professor of Marketing and Management at ESB Business School, Reutlingen University and Associate Professor of Marketing at FOM Stuttgart, Germany. Previously he worked as a project leader for an international strategy and marketing consultancy and as a key account manager for a large marketing research company. His research foci are Event Marketing and Management, Sponsorship, Ambush Marketing and Sports Marketing and Management in general.

Select Guide Rating

• Chapter 1. Introduction; Chapter 2. The principles of relationship marketing; Chapter 3. Professional sporting organisations and their relationships; Chapter 4. Relationship marketing in sports - the fan perspective ; Chapter 5. Relationship marketing in sports - the sponsor perspective; Chapter 6. Relationship marketing in sports - the media perspective; Chapter 7. The extended marketing mix of relationship; Chapter 8. Relationship marketing in sports - today and tomorrow.

André Bühler is Head of Market Research at the world’s leading sports research consultancy IFM Sports, Germany. After studying International Business and Management, Business Psychology and Marketing at Nürtingen University (Germany), he obtained a PhD in the field of sports marketing at the University of Plymouth (UK) and worked as a Research & Scholarship Consultant for the Heidelberg International Business Academy. He has published numerous papers on sports management and contributed to various books on sports marketing.Gerd Nufer is Professor of Marketing and Management at ESB Business School, Reutlingen University and Associate Professor of Marketing at FOM Stuttgart, Germany. Previously he worked as a project leader for an international strategy and marketing consultancy and as a key account manager for a large marketing research company. His research foci are Event Marketing and Management, Sponsorship, Ambush Marketing and Sports Marketing and Management in general.

Select Guide Rating

• Chapter 1. Introduction; Chapter 2. The principles of relationship marketing; Chapter 3. Professional sporting organisations and their relationships; Chapter 4. Relationship marketing in sports - the fan perspective ; Chapter 5. Relationship marketing in sports - the sponsor perspective; Chapter 6. Relationship marketing in sports - the media perspective; Chapter 7. The extended marketing mix of relationship; Chapter 8. Relationship marketing in sports - today and tomorrow.

André Bühler is Head of Market Research at the world’s leading sports research consultancy IFM Sports, Germany. After studying International Business and Management, Business Psychology and Marketing at Nürtingen University (Germany), he obtained a PhD in the field of sports marketing at the University of Plymouth (UK) and worked as a Research & Scholarship Consultant for the Heidelberg International Business Academy. He has published numerous papers on sports management and contributed to various books on sports marketing.Gerd Nufer is Professor of Marketing and Management at ESB Business School, Reutlingen University and Associate Professor of Marketing at FOM Stuttgart, Germany. Previously he worked as a project leader for an international strategy and marketing consultancy and as a key account manager for a large marketing research company. His research foci are Event Marketing and Management, Sponsorship, Ambush Marketing and Sports Marketing and Management in general.

Select Guide Rating

• Chapter 1. Introduction; Chapter 2. The principles of relationship marketing; Chapter 3. Professional sporting organisations and their relationships; Chapter 4. Relationship marketing in sports - the fan perspective ; Chapter 5. Relationship marketing in sports - the sponsor perspective; Chapter 6. Relationship marketing in sports - the media perspective; Chapter 7. The extended marketing mix of relationship; Chapter 8. Relationship marketing in sports - today and tomorrow.