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Möglichkeiten und Grenzen des Einsatzes von Sportsponsoring in mittelständischen Unternehmen

Möglichkeiten und Grenzen des Einsatzes von Sportsponsoring in mittelständischen Unternehmen

          
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About the Book

Inhaltsangabe: Einleitung: In einer immer dynamischer und komplexer werdenden Wirtschaft hat die Marketingkommunikation in den letzten Jahren ständig zugenommen. Dadurch wächst das Informationsangebot explosionsartig. Die Folge ist eine zunehmende Informationsüberlastung der Konsumenten. Zudem werden die Werbestrategien für nahezu identische Produkte immer ähnlicher. Dies führt zu einer Verunsicherung der Unternehmen gegenüber der Wirkung klassischer Werbung. In solchen Situationen werden meist innovative Unternehmen aktiv. Sie suchen nach neuen Ansprachemöglichkeiten für die Konsumenten. Ihr Ziel besteht weiterhin darin, sich von der Konkurrenz abzuheben, wobei die Zielerreichung aber auf neuen Wegen erfolgen soll. Sponsoring bietet dabei die Chance, die Zielgruppen auf solchen neuen Wegen anzusprechen. Dieses Kommunikationsinstrument ist seit Mitte der achtziger Jahre in Deutschland ein Begriff und verzeichnet seit dieser Zeit eine rasante Entwicklung. Dies läßt sich unter anderem anhand der ständig ansteigenden Aufwendungen für Sponsoring belegen. Ein Großteil der Bevölkerung kennt den Begriff des Sponsoring, verknüpft ihn aber nahezu ausschließlich mit dem Umfeld des Sports. Gerade Sportsponsoring wird von einem Großteil der Bevölkerung akzeptiert und positiv bewertet. Er ist eines der großen Freizeitthemen unserer Gesellschaft. In seinen Anfängen wurde das Phänomen Sportsponsoring in der Literatur lediglich beschrieben. Heute drängen jedoch neue Fragestellungen in den Vordergrund. In diesem Zusammenhang ist das Sponsoring-Engagement mittelständischer Unternehmen ein noch wenig bearbeitetes Problemfeld. Obwohl diese Unternehmen als Rückgrat der Wirtschaft in Deutschland gelten, werden sie im Bereich der Marketingtheorie und besonders im Feld des Sponsoring nur unzureichend berücksichtigt. Bisher galt Sponsoring als Domäne großer Unternehmen wie Coca Cola oder Opel. Doch es ist auch ein probates Mittel der Kommunikation für mittelständische Unternehmen. Werden


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Product Details
  • ISBN-13: 9783838614618
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838614615
  • Publisher Date: 31 Mar 1999
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 154 gr


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Möglichkeiten und Grenzen des Einsatzes von Sportsponsoring in mittelständischen Unternehmen
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