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Entwicklung eines Marketing-Konzepts für in- und ausländische Besucher der Fußball-WM 2006 in Deutschland: Schwerpunkt Kommunikation

Entwicklung eines Marketing-Konzepts für in- und ausländische Besucher der Fußball-WM 2006 in Deutschland: Schwerpunkt Kommunikation

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Bayerische Akademie für Werbung und Marketing e.V., Sprache: Deutsch, Abstract: Nach 32 Jahren findet im Jahr 2006 wieder eine Fußball-Weltmeisterschaft in Deutschland statt. 32 Mannschaften werden 64 Spiele bestreiten, 3,2 Millionen Fußballfans die Spiele live in den zwölf Stadien verfolgen, Millionen Gäste aus aller Welt Deutschland aus Anlass der Fußball-Weltmeisterschaft besuchen. Die weltweite Begeisterung hinsichtlich der WM 2006 in Deutschland möchte ich mit diesem Thema aufgreifen und anhand der Umsetzung eines Reiseführer-Projekts mit direktem Bezug zur WM die Problematik dieses Marktes aufzeigen; dieser bietet auf der einen Seite ein erhebliches Marktpotenzial, ist auf der anderen Seite jedoch räumlich und zeitlich auf die Veranstaltung beschränkt. Um dieses Thema jedoch so realitätsnah wie möglich behandeln zu können, versetze ich mich in die Lage des Lizenznehmers Bertelsmann AG, der die Rechte an der Herstellung und Vermarktung der Printpublikationen für die WM 2006 erworben hat. Bis zur WM 2006 sind insgesamt 65 Publikationen geplant, darunter auch ein Reiseführer mit direktem Bezug zur WM 2006. In der vorliegenden Arbeit möchte ich die allgemeinen Faktoren aufzeigen, die auf dieses Projekt einwirken, die Situation in der Buchbranche und speziell im Reisebuchsegment beschreiben und damit die Chancen und Risiken beleuchten, die sich bezüglich des Reiseführers für die WM 2006 ergeben. Im strategischen Teil dieser Arbeit definiere ich eine sinnvolle Stoßrichtung für die anschließende Vermarktung des Reiseführers, auf die ich in der Marketing-Planung mit konkreten Vorschlägen für die operativen Maßnahmen eingehen werde. Das Marketing-Konzept bezieht sich speziell auf diesen Reiseführer und vernachlässigt dabei, dass die Bertelsmann AG ein umfassendes Sortiment zur WM 2006 veröffentlichen wird. Zur Bertelsmann AG sowie zu


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Product Details
  • ISBN-13: 9783638706346
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Schwerpunkt Kommunikation
  • Width: 148 mm
  • ISBN-10: 3638706346
  • Publisher Date: 26 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 150 gr


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Entwicklung eines Marketing-Konzepts für in- und ausländische Besucher der Fußball-WM 2006 in Deutschland: Schwerpunkt Kommunikation
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Entwicklung eines Marketing-Konzepts für in- und ausländische Besucher der Fußball-WM 2006 in Deutschland: Schwerpunkt Kommunikation
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