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Buzz-Marketing im und mit Sport aus der Perspektive der Wirtschaftspsychologie: Ein interdisziplinärer Ansatz

Buzz-Marketing im und mit Sport aus der Perspektive der Wirtschaftspsychologie: Ein interdisziplinärer Ansatz

          
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About the Book

Projektarbeit aus dem Jahr 2008 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: keine, Georg-August-Universität Göttingen (Institut für Sportwissenschaften), Veranstaltung: Sportmanagement: Buzz-Marketing WS 2007/08, Sprache: Deutsch, Abstract: Kommunikation ist ein Markt, auf dem der Tausch und die Produktion von Informationen in relativ organisierter Form stattfindet. Das Tauschmedium ist Geld, oder die Vergabe von Sympathie und Kompetenzbewertung. An diesem Markt partizipieren Marketing- Management und Konsumenten. Die Thematik des Buzz-Marketing beinhaltet Bereiche unterschiedlicher Disziplinen. Buzz- Marketing nutzt Erkenntnisse aus der Sozialgeographie, der Wirtschafts- und Sozialpsychologie sowie aus der Soziologie, Sportwissenschaft und der Wirtschaftswissenschaft. Diese Disziplinen haben Kommunikation als Untersuchungsgegenstand und ihre Bedeutung. Soziologie, Sport und Geographie sind in ihren Erkenntnissen miteinander verknüpft. Die Geographie beschreibt den Raum als Lebensumfeld des Menschen, dies kommt auch zum Ausdruck des local-buzz. Der Begriff Marketing ist geprägt als eine klassisch-moderne Unternehmensphilosophie: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives." AMA in. (Meffert, H. 2000, S.9) Buzz-Marketing ist die Verbreitung und Empfehlung von Werbeinformationen und Appellen, die von Person zu Person erfolgen über ein vom Sender ausgewähltes Medium, deren Bedeutung und Wirksamkeit im hohen Maße abhängig ist durch die Authenzität des Inhaltes der Botschaft, der Vertrauenswürdigkeit des Senders und der angenommenen Selbstlosigkeit seitens des Empfängers für die erhaltene Information. Erfolgreiches Buzz-Marketing wird kreiert mit klassischen Kommunikationsinstrumenten und Kommunikationstechnologien. Kommunikationsstrategien im Buzz-Marketing berücksichtigen Erkennt
About the Author: Die Autorin hat Sportwissenschaft, Soziologie und Wirtschafts- und Sozialpsychologie an der Georg-August-Universität Göttingen studiert. 1992 erfolgte der Abschluss als Magistra Artium. 1993 und 2007-2008 war sie Lehrbeauftrage am Sportinstitut Göttingen. Es folgte eine Tätigkeit als Tutorin für ein Projekt im Fachbereich Sport und Gesellschaft mit dem Schwerpunkt Sportökonomie und Sozioökonomie von Sport.


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Product Details
  • ISBN-13: 9783640668939
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Ein interdisziplinärer Ansatz
  • Width: 148 mm
  • ISBN-10: 3640668936
  • Publisher Date: 29 Jul 2010
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 104 gr

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