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Sponsoringmanagement im Hinblick auf Imagezielsetzungen vor dem Hintergrund der Fussball WM 2006

Sponsoringmanagement im Hinblick auf Imagezielsetzungen vor dem Hintergrund der Fussball WM 2006

          
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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,0, Deutsche Sporthochschule Köln, Sprache: Deutsch, Abstract: Nachdem in der Einleitung zunächst der Gegenstand und die Problemstellung dargestellt wurden, beschäftigt sich das zweite Kapitel mit den Grundlagen, wobei zuerst eine kurze und präzise Einführung in den Bereich des Sponsorings erfolgt. Ein wichtiger Punkt in diesem Kapitel ist die Darstellung der beiden wesentlichen Ziele: Bekanntheitssteigerung und Imagetransfer. Dabei soll zunächst auf den Zusammenhang der beiden Ziele eingegangen werden, später werden diese dann isoliert voneinander betrachtet. Das dritte Kapitel setzt sich mit dem Image auseinander. Zuerst wird der Aufbau des Images genauer untersucht. Nachdem Möglichkeiten beschrieben werden, mit denen das Image über einen Meinungsgegenstand gemessen werden kann, erfolgt eine Betrachtung über die Bedeutung des Images anhand von mehreren Funktionen. Unterschieden wird dabei in die Bedeutung, die das Image für Unternehmen und für Individuen hat. Am Ende des Kapitels schließt sich die Darstellung an, inwiefern Unternehmen Einfluss auf das Image nehmen können, d.h. der Handlungsraum der Imagebeeinflussung wird mittels des Corporate-Identity-Ansatzes erläutert. Im darauf folgenden Abschnitt steht der Imagetransfer im Vordergrund. Nach einer inhaltlichen Auseinandersetzung mit dem Begriff, werden die Ziele genannt, die mit Hilfe des Imagetransfers umgesetzt werden können. Es folgt eine Analyse der Vorgänge, die bei dem Phänomen stattfinden. Das Ergebnis dieser Untersuchung ist die Vorstellung und Bewertung unterschiedliche Imagetransfermodelle, die dann im Sponsoringmanagement berücksichtigt werden sollten. Das fünfte Kapitel beschäftigt sich mit der Planungssystematik und der Strategieentwicklung im Sponsoring. Dabei wird zunächst der Managementansatz auf das Sponsoring übertragen. Unter der Berücksichtigung von Imagezielsetzungen findet dann die Neustrukturieru


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Product Details
  • ISBN-13: 9783638920056
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 148 mm
  • ISBN-10: 3638920054
  • Publisher Date: 22 Mar 2008
  • Height: 210 mm
  • No of Pages: 200
  • Series Title: German
  • Weight: 267 gr

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