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Sponsoring im Amateurbereich: Ist-Analyse und Sponsoringkonzept dargestellt am Beispiel von Fußballvereinen

Sponsoring im Amateurbereich: Ist-Analyse und Sponsoringkonzept dargestellt am Beispiel von Fußballvereinen

          
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About the Book

Inhaltsangabe: Problemstellung: Der Sport, die wahrscheinlich schönste Nebensache der Welt, nimmt in der aktiven und passiven Freizeitgestaltung der Bevölkerung einen immer größeren Stellenwert ein und fasziniert durch Elemente wie Gesundheit, Ausdauer, Beweglichkeit, Leistung und Dynamik. Dieses geradezu fantastische Einsatzfeld nutzen Sportvereine und Wirtschaftsunternehmen immer häufiger in Gestalt von Sportsponsoring für ihre Interessen. Sportsponsoring ist heutzutage bereits so etabliert, dass es aus dem Sport, der Wirtschaft und der Medienlandschaft nicht mehr wegzudenken ist. Nicht nur die Unternehmen sehen darin ein kommunikations-übergreifendes Marketinginstrument, sondern gerade auf der Breiten-sportebene setzen viele Vereine und Veranstalter auf Kooperationen mit der Wirtschaft. Bei den professionellen Fußball-Bundesliga-Vereinen ist das Sportsponsoring schon seit längerem bekannt und wird in immer neueren Facetten angewandt. So sind neben den traditionellen Vermarktungsformen in den letzten Jahren neue Sponsoringtools, wie GetUps, Doppelpack-Banden oder auch die virtuelle Werbung, auf den Markt gekommen. Aber nicht nur die großen, sondern auch die kleinen Sportvereine können die Vorteile des Sponsorings nachahmen. Sie haben genauso einen „Markt" auf regionaler Basis wie die Bundesliga-Vereine auf nationaler Ebene. Eine entsprechende Vermarktung im lokalen Terrain fördert nicht nur das Image des Vereins und der Firma, sondern zeigt auch, dass sie sich nicht vor den modernen Werbemitteln verschließen müssen. Wie sich die gegenwärtige Situation im Sponsoring des Amateurbereichs darstellt, was die Vereine zu beachten haben und welche Möglichkeiten ihnen zur Verfügung stehen, soll in dieser Arbeit hinterfragt werden. Gang der Untersuchung: Neben der begrifflichen Abgrenzung und der Problemstellung wird im einleitenden Kapitel auf die heutige Bedeutung des Sponsorings eingegangen. Im zweiten Kapitel zeige ich Grundlegendes zum Gebiet des Sponsorings auf.


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Product Details
  • ISBN-13: 9783838642819
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 3838642813
  • Publisher Date: 09 Jul 2001
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Ist-Analyse und Sponsoringkonzept dargestellt am Beispiel von Fußballvereinen
  • Width: 148 mm


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