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Aspekte von Kommerzialisierung und Vermarktung der Olympischen Spiele in historischen Perspektiven

Aspekte von Kommerzialisierung und Vermarktung der Olympischen Spiele in historischen Perspektiven


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About the Book

Diplomarbeit aus dem Jahr 2003 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: Gut, Universität Wien (Institut für Sportwissenschaft), Sprache: Deutsch, Abstract: Die Vergabe der Olympischen Spiele 1996 an Atlanta hat viele Diskussionen zum Thema Kommerzialisierung im Sport und insbesondere bei Olympischen Spielen ausgelöst. Der sentimentale Favorit Athen konnte sich in der Bewerbung als Austragungsort der Jahrhundertspiele gegen die "Coca-Cola-Stadt" im Süd-Osten der USA nicht durchsetzen. Athen galt deshalb als die Bewerberstadt mit den größten Chancen, da die griechische Hauptstadt genau Hundert Jahre zuvor (1896) die ersten Spiele der Neuzeit ausgerichtet hat. Es wäre also ein rundes Jubiläum gewesen. Tatsache ist aber, dass Atlanta mit der Veranstaltung der 23. Olympischen Spiele beauftragt wurde. Es wird gemutmaßt, dass wirtschaftliche Überlegungen der Hauptgrund für diese unpopuläre Entscheidung des Internationalen Olympischen Komitees (IOC) waren. Der Begriff Kommerzialisierung ist hier sicherlich angebracht. Der Verlag F.A. Brockhaus (2003) definiert in seinem Wörterbuch Der Grosse Brockhaus dieses Wort folgendermaßen: "Unterordnung von kulturellen Werten unter wirtschaftliche Interessen." (S.562). Eine Aufgabe dieser Arbeit ist es, die Verflechtung zwischen Wirtschaft und Sport unter Berücksichtigung der Olympischen Spiele näher zu beleuchten. Die wichtigste Fragestellung bezieht sich dabei auf den Zeitpunkt (Zeitraum), mit dem die Kommerzialisierung der olympischen Bewegung begonnen hat. Ab wann kann man von der Kommerzialisierung der Olympischen Spiele sprechen? Ein zweiter Aspekt dieser Arbeit beschäftigt sich mit Schlüsselpersonen und Schlüsselereignissen des Phänomens der Vermarktung der Olympischen Spiele. Ziel ist es, heraus zu arbeiten, in welchem Ausmaß Personen wie Horst Dassler, Karl Schranz oder Juan Antonio Samaranch zur Entwicklung der Kommerzialisierung beigetragen haben. Auch wichtige Ereignisse in der olympischen Geschichte


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Product Details
  • ISBN-13: 9783640149117
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3640149114
  • Publisher Date: 03 Sep 2008
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Weight: 177 gr


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Aspekte von Kommerzialisierung und Vermarktung der Olympischen Spiele in historischen Perspektiven
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Aspekte von Kommerzialisierung und Vermarktung der Olympischen Spiele in historischen Perspektiven
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