معرفی
Prof. Dr. Gerd Nufer is a distinguished Professor of Business Administration specializing in Marketing, Trade and Sports Management at the ESB Business School of Reutlingen University. He serves as Dean of the MBA International Management Part-Time program and holds leadership positions as Director of the German Institute for Sports Marketing and Head of the Institute for Marketing, Market Research & Communication. With habilitation rights through the Promotion Association Baden-Württemberg, Prof. Nufer has established himself as a leading authority in sports marketing research and education.
Prof. Nufer's research focuses on innovative marketing approaches in sports contexts, with particular expertise in Ambush Marketing, Event Marketing, and Guerrilla Marketing. His work bridges academic theory with practical industry applications, addressing contemporary challenges such as sustainability in major sports events, the evolving landscape of sports sponsorship, and the integration of digital technologies in marketing strategies. He has published extensively on how brands can effectively leverage sports properties for marketing purposes while navigating the complex ethical and legal considerations inherent in sports marketing.
His recent research output demonstrates a strategic expansion into emerging areas including eSports marketing, AI applications in marketing analytics, and gender-based consumer behavior differences. The publications reveal a consistent pattern of addressing timely industry challenges through rigorous empirical research, often providing frameworks that help practitioners understand and implement effective marketing strategies in dynamic sports business environments. His work on the halo effect in sports, ambush marketing effectiveness, and sustainability in mega-events has particular relevance for contemporary sports marketing practice.
- 2013 First Prize for innovative teaching at ESB Business School
- 2011 Nomination for Baden-Württemberg State Teaching Award
- 2010 Teaching Award from ESB Business School faculty and Hochschule Reutlingen
- 2002 Dissertation Prize from RWT Reutlinger Wirtschaftstreuhand GmbH and Friedrich-List-Stiftung
- 1997 Study Abroad Scholarship in San Diego from Dr. Eberhard Kornbeck-Stiftung
- 1995 Winner of international computer-based business simulation game 'INTOPIA' at Lund University
Prof. Nufer maintains strong industry connections through his consulting work and media contributions, regularly providing expert analysis on current sports marketing developments to major publications and broadcast outlets. His teaching approach integrates this practical experience with academic rigor, offering students valuable insights into the real-world application of marketing principles in sports business contexts. He supervises Master's theses and advises member companies through the Association for the Promotion of International Management Education, creating pathways for students to engage with industry challenges.
As Director of the German Institute for Sports Marketing, Prof. Nufer leads a research environment focused on addressing contemporary challenges in sports business. His work with the Reutlingen Research Institute facilitates collaboration between academia and industry, ensuring that research remains relevant to current market needs while maintaining academic rigor. This practical orientation extends to his editorial roles, where he shapes discourse in the field through publication series that bridge theory and practice in sports marketing.
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