Das Kommunikationsinstrument Sportsponsoring Im Customer Relationship Management
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Das Kommunikationsinstrument Sportsponsoring Im Customer Relationship Management
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Author : Fabian Mottl
language : de
Publisher: Igel Verlag
Release Date : 2009-07
Das Kommunikationsinstrument Sportsponsoring Im Customer Relationship Management written by Fabian Mottl and has been published by Igel Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07 with Business & Economics categories.
Das Thema Customer Relationship Management (CRM) gewinnt sowohl in der Wissenschaft als auch in der Unternehmenspraxis entscheidend an Bedeutung. Darüber hinaus wird die Marketing-Kommunikation für Unternehmen im Laufe der letzten Jahrzehnte kontinuierlich wichtiger; Unternehmen befinden sich heute hinsichtlich ihrer Marketingstrategie gar in einem Kommunikationswettbewerb. Ein geeignetes Kommunikationsinstrument, das sich bewährt und etabliert hat, um mit den Zielgruppen vor Ort in Dialog zu treten und Beziehungen auszubauen, ist das Sponsoring. Hierbei stellt Sportsponsoring die am häufigsten eingesetzte Sponsoringart dar. Fabian Mottl macht an dieser Stelle nun den Schritt, das Sportsponsoring mit der CRM-Erfolgskette zu verknüpfen und als Instrument des CRM zu betrachten. Er zeigt auf, dass die zentralen Konstrukte der CRM-Erfolgskette – Kundenzufriedenheit, Kundenbindung und Unternehmenserfolg – durch den Einsatz des erlebnisorientierten Kommunikationsinstruments Sportsponsoring gesteigert werden können.
Allgemeine Betriebswirtschaftslehre
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Author : Marc Oliver Opresnik
language : de
Publisher: Springer-Verlag
Release Date : 2014-12-02
Allgemeine Betriebswirtschaftslehre written by Marc Oliver Opresnik and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-02 with Business & Economics categories.
Dieses Lehrbuch gibt einen kompakten und verständlichen Überblick über das betriebswirtschaftliche Grundwissen in allen unternehmerischen Funktionen. Kurze Lerneinheiten, übersichtliche didaktische Module sowie die begleitende Lernkontrolle sorgen für eine nachhaltige Wissensvermittlung. Es richtet sich damit an alle, die sich mit betriebswirtschaftlichen Fragen im Rahmen ihrer Aus- und Weiterbildung (auch im Nebenfach) sowie ihrer beruflichen Praxis auseinandersetzen. Für die vorliegende 2. Auflage wurden alle Kapitel vollständig aktualisiert, überarbeitet und um neue Entwicklungen ergänzt.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2014-07-17
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-17 with Business & Economics categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Sponsoring Im Eventmarketing Neue Wege Der Zusatzfinanzierung
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Author : Markus Priester
language : de
Publisher: Igel Verlag RWS
Release Date : 2014-12
Sponsoring Im Eventmarketing Neue Wege Der Zusatzfinanzierung written by Markus Priester and has been published by Igel Verlag RWS this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12 with Business & Economics categories.
Sponsoring und Eventmarketing sind feste Größen in der Kommunikation. Eventmarketing boomt und Experten prognostizieren weiteres Wachstum. Insbesondere durch die Änderung der wirtschaftlichen und gesellschaftlichen Rahmenbedingungen in den letzten Jahren wurde die Verwendung dieses neuen Kommunikationsinstrumentes gefördert. Die klassische Werbung wird immer mehr durch Werbebeschränkungen, wie zum Beispiel die Tabakwerbung, beschnitten, Medienkosten steigen, die Medienwelt wird immer unüberschaubarer und die Werte der Konsumenten ändern sich schneller als die eingesetzten Marketinginstrumente. Das Eventmarketing stellt aber kein „Allheilmittel“ für die Werbung dar, es ist auch mit Hindernissen und Problemen zu rechnen. Vor allem durch die Spezialisierung und Unterteilung des Eventmarketings auf mehrere Segmente kommt es immer wieder zu Schwierigkeiten. Die Auswahl der Anbieter steigt und somit prüfen die Sponsoren wesentlich genauer ihre Investments. Die Zeit des „Gießkannenprinzips“ ist somit vorbei. Das Hauptziel der Arbeit soll es sein folgende Fragen zu beantworten: Warum sollte der Sponsorsuchende sich als Dienstleister dem Sponsor gegenüber sehen und wie soll er bei der Akquisition vorgehen? Warum ist das „Gießkannenprinzip“ vergangener Tage dem Untergang geweiht? Ist Kundenbindung eine Möglichkeit Sponsoren als Kooperationspartner für Events zu gewinnen? Warum ist Eventmarketing so stark auf dem Vormarsch?
Planung Und Implementierung Integrierter Marketingkommunikation Mit Den Leitinstrumenten Werbung Und Sportsponsoring
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Author : Philip Stockmann
language : de
Publisher: Springer-Verlag
Release Date : 2007-12-12
Planung Und Implementierung Integrierter Marketingkommunikation Mit Den Leitinstrumenten Werbung Und Sportsponsoring written by Philip Stockmann and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-12 with Business & Economics categories.
Philip Stockmann erarbeitet ein Planungs- und Implementierungsmodell, das die schrittweise, prozessuale Gegenstrom- sowie Integrationsplanung und -implementierung ermöglicht. Der Autor schließt damit eine wichtige Lücke im Konzept der integrierten Marketingkommunikation.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2020-03-11
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-11 with Sports & Recreation categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Neurobiology Of Aggression
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Author : Mark P Mattson
language : en
Publisher: Springer Science & Business Media
Release Date : 2003-03-24
Neurobiology Of Aggression written by Mark P Mattson and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-03-24 with Medical categories.
Aggression is a highly conserved behavioral adaptation that evolved to help org- isms compete for limited resources and thereby ensure their survival. However, in modern societies where resources such as food, shelter, etc. are not limiting, aggr- sion has become a major cultural problem worldwide presumably because of its deep seeded roots in the neuronal circuits and neurochemical pathways of the human brain. In Neurobiology of Aggression: Understanding and Preventing Violence, leading experts in the fields of the neurobiology, neurochemistry, genetics, and behavioral and cultural aspects of aggression and violence provide a comprehensive collection of review articles on one of the most important cross-disciplinary issues of our time. Rather than summarize the topics covered by each author in each chapter, I present a schematic diagram to guide the reader in thinking about different aspects of aggr- sive and violent behavior from its neurobiological roots to environmental factors that can either promote or prevent aggression to visions of some of the most horrific acts of violence of our times, and then towards the development of strategies to reduce aggressive behavior and prevent violence. It is hoped that Neurobiology of Aggression: Understanding and Preventing V- lence will foster further research aimed at understanding the environmental genetic and neurochemical roots of aggression and how such information can be used to move forward towards the goal of eliminating violence.
Relationship Marketing In Sports
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Author : Andre Buhler
language : en
Publisher: Routledge
Release Date : 2012-07-26
Relationship Marketing In Sports written by Andre Buhler and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-26 with Business & Economics categories.
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Relationship Marketing
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Author : Manfred Bruhn
language : en
Publisher: Pearson Education
Release Date : 2003
Relationship Marketing written by Manfred Bruhn and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
The Economics Of Professional Team Sports
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Author : Paul Downward
language : en
Publisher: Routledge
Release Date : 2000-09-07
The Economics Of Professional Team Sports written by Paul Downward and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-09-07 with Business & Economics categories.
This book is unique in that it offers the first truly rigorous application of economic principles to its subject. The authors analyse:* the economic literature on sporting leagues* the demand for professional team sports* the players' labour market.Amongst the topics discussed are the US system of franchising and draft picks and the chances of thei