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Beziehungsmanagement im Sportsponsoring?

Beziehungsmanagement im Sportsponsoring?


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About the Book

Inhaltsangabe: Einleitung: Sportsponsoring sieht sich in jüngster Zeit immer häufiger mit der Forderung nach der Notwendigkeit einer partnerschaftlichen Vereinheitlichung und Ausrichtung der Sportsponsoring-Aktivitäten konfrontiert. Die Gründe liegen in dem hemmungslosen Vorgehen, den Sport immer stärker den kommerziellen Anforderungen unterzuordnen, mit dem Ergebnis zunehmender Sättigungstendenzen auf Seiten der Zuschauer. Diese Arbeit nimmt sich dieser Forderung an und will darauf aufbauend den Stellenwert einer qualitativen und partnerschaftlichen Denkweise zur Sicherung und Steigerung der Sportsponsoring-Aktivitäten verdeutlichen. Die Herangehensweise entfernt sich von bestehenden Ausrichtungen und konzentriert sich auf den Kern des Sportsponsoring, die Beziehung von Sponsoren und Gesponserten. Die Absicht dieses Vorgehens liegt in der Modernisierung des Verständnisses von Sportsponsoring durch die direkt Beteiligten. Mittels gegenseitiger Aufbereitung des Sports können weitere Potentiale erschlossen und kommunikative Kräfte freigesetzt werden. Das Sponsoring muss dafür effektiver agieren und die Beteiligten sind aufgefordert ihre Beziehung zu intensivieren. Wirtschaftsunternehmen und Sportorganisationen müssen als eigenständige Bereiche zu einer komplementären Beziehung kombiniert werden und dies glaubwürdig und aufmerksamkeitsadäquat kommunizieren. Die Vereinigung von Sportsponsoring und der Begrifflichkeit Beziehung soll dabei in Stellenwert, Potential und Grenzen dargestellt werden, um praxisrelevante Handlungs- und Verhaltensempfehlungen abzuleiten. Zusammenfassung: Durch die anhaltende Verzahnung von Sport, Wirtschaft und Medien hat sich Sportsponsoring zu einem emanzipierten Kommunikations- und Finanzierungsinstrument und damit zu einem Gegenstand zunehmenden Interesses entwickelt. Quantitativ wird Sportsponsoring nach Meinungen von Experten und Entscheidungsträgern auch in Zukunft seine Bedeutung steigern können, dennoch mehren sich Warnungen vo


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Product Details
  • ISBN-13: 9783838677316
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Weight: 408 gr
  • ISBN-10: 3838677315
  • Publisher Date: 17 Feb 2004
  • Height: 210 mm
  • No of Pages: 272
  • Series Title: German
  • Sub Title: Eine Analyse der Beziehungsqualität
  • Width: 148 mm


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