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Sportsponsoring durch WeberHaus: Entwicklung einer Neukonzeption

Sportsponsoring durch WeberHaus: Entwicklung einer Neukonzeption

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abkürzungsverzeichnis IV Abbildungsverzeichnis V Tabellenverzeichnis VI 1.Einleitung 1 2.Konzeptionelle Grundlagen des Sponsoring 3 2.1Historische Entwicklung 3 2.2Begriff „Sponsoring" 4 2.3Merkmale 5 2.4Erscheinungsformen 6 2.5Wirtschaftliche Bedeutung 8 3.Planungsprozeß des Sportsponsoring 10 3.1Zielfestlegung 10 3.2Zielgruppenanalyse 13 3.3Strategieentwicklung 15 3.3.1Wahl des Sponsoringbereichs und der Sponsoringart 17 3.3.2Wahl der Sponsoringform 18 3.3.2.1Sponsoring von Einzelsportlern 18 3.3.2.2Sponsoring von Mannschaften 20 3.3.2.3Sponsoring von Veranstaltungen 22 3.4Budgetierung 25 3.5Wirkungskontrolle 26 4.Perspektiven des Sportsponsoring 29 4.1Chancen 29 4.2Grenzen 30 4.3Entwicklungstendenzen 32 5.Empirische Analyse 35 5.1WeberHaus GmbH & Co. KG 35 5.2Aufbau der Befragung 37 5.3Befragungsergebnisse 38 5.3.1Soziodemografische Merkmale 38 5.3.2Einstellung zu Werbung im Sport 41 5.3.3Interesse an Sportarten 43 5.3.4Akzeptanz von Werbung 48 5.3.5Geeignete Sportarten für ein Hausbauunternehmen50 5.3.6Bekannte Werbemaßnahmen von WeberHaus52 5.3.7Image WeberHaus 53 5.3.8Einsatzbereiche des Sponsoring 54 5.3.9Bauvorhaben der Befragten 55 5.4Fazit 56 6.Gestaltung des Sponsoring-Mix 57 6.1Sportsponsoring 57 6.1.1Fußball 61 6.1.2Leichtathletik 69 6.2Sport- und Umweltsponsoring 72 7.Resümee 75 Literaturverzeichnis 77 Eidesstattliche Versicherung 82 Anhang A1 Anschreiben WeberHaus-Interessenten A2 Fragebogen A3 Statistische Auswertung der Befragung A5 Bei Interesse senden wir Ihnen gerne kostenlos und unverbindlich die Einleitung und einige Seiten der Studie als Textprobe zu. Bitte fordern Sie die Unterlagen unter agentur@diplom.de, per Fax unter 040-655 99 222 oder telefonisch unter 040-655 99 20 an.


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Product Details
  • ISBN-13: 9783838634067
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Entwicklung einer Neukonzeption
  • Width: 148 mm
  • ISBN-10: 3838634063
  • Publisher Date: 02 May 2001
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 163 gr


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