Sponsoring Im Sport
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Sponsoring Im Sport
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Author : Klaus Vieweg
language : de
Publisher:
Release Date : 1996
Sponsoring Im Sport written by Klaus Vieweg and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Sports sponsorship categories.
Sports Sponsorship And Marketing Communications
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Author : Wim Lagae
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2005
Sports Sponsorship And Marketing Communications written by Wim Lagae and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
This text concentrates primarily on the objectives of marketing communications in sport and examines how sponsors can utilise sport sponsorship to achieve brand and sales-related objectives.
Einf Hrung In Das Sportsponsoring Erfolgreiches Sponsoring Im Sport
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Author : Christine Bärisch
language : de
Publisher: GRIN Verlag
Release Date : 2007-09-26
Einf Hrung In Das Sportsponsoring Erfolgreiches Sponsoring Im Sport written by Christine Bärisch and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-09-26 with categories.
Studienarbeit aus dem Jahr 2005 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 14 Punkte, Fachhochschule der Sächsischen Verwaltung Meißen, 11 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Der Sommer 2004 war wieder ein Sportsommer mit den Großereignissen Tour de France, Olympische Spiele in Athen und Fußball-Europameisterschaften in Portugal. Im nächsten Jahr erwarten uns die Olympischen Winterspiele in Turin, die Weltreiterspiele in Aachen und die Fußball-Weltmeisterschaften in Deutschland. Die Olympischen Spiele in Peking im Jahr 2008 brechen schon jetzt alle Rekorde. Laut Financial Times werden die Einnahmen aus Sponsoringverträgen mit Markenunternehmen den Rekordwert von einer Milliarde Dollar (entspricht rund 762 Mio. Euro) überschreiten. Allein die bisher erzielten Vereinbarungen mit sechs Großsponsoren, darunter Volkswagen und die Bank of China, bringen Olympia 2008 rund 600 Mio. Dollar. Im Vergleich dazu haben die Spiele 2004 in Athen laut Financial Times insgesamt rund 248 Mio. Euro (325 Mio. Dollar) mit Sponsoring eingenommen. An diesen Dimensionen kann man erkennen, dass die Durchführung solch großer Sportereignisse ohne die Unterstützung von Sponsoren gar nicht mehr möglich ist. Dies gilt aber nicht nur für Großveranstaltungen, sondern auch bei Sportveranstaltungen auf regionaler Ebene kann nicht mehr auf die Unterstützung von Sponsoren verzichtet werden. Die Seminararbeit befasst sich zunächst mit dem Begriff des Sponsoring allgemein und geht dann näher auf den Bereich des Sportsponsoring ein. Dabei wird auf die Bedeutung des Sportsponsoring, die Erscheinungsformen und die Zielsetzung eingegangen. Abschließend werden Richtlinien für ein "gutes Sportsponsoring" erläutert.
Sports Sponsoring
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Author : Manfred Bruhn
language : en
Publisher: Springer Nature
Release Date :
Sports Sponsoring written by Manfred Bruhn and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Ambush Marketing In Sports
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Author : Gerd Nufer
language : en
Publisher: Routledge
Release Date : 2013
Ambush Marketing In Sports written by Gerd Nufer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.
Sponsoringplanung
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Author : Christian Hackel
language : de
Publisher: GRIN Verlag
Release Date : 2009-04-28
Sponsoringplanung written by Christian Hackel and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-04-28 with Sports & Recreation categories.
Studienarbeit aus dem Jahr 2006 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,7, Deutsche Sporthochschule Köln, Veranstaltung: PR, Sponsoring und Werbung im Sport, Sprache: Deutsch, Abstract: Sponsoring im Allgemeinen und Sportsponsoring im Speziellen stellen einen Teil des Marketinginstrumentariums dar. Bei Sponsoring handelt es sich in erster Linie um einen Austausch von Leistungen und Gegenleistungen zwischen Sponsor und Gesponsertem. Die vorliegende Arbeit untersucht die praktische Relevanz einer systematischen Sponsoringplanung für Sponsoren und Gesponserte im Sport. Dabei wird der Stand der Fachliteratur in Bezug auf den Planungsprozess des Sponsoringmanagements näher beleuchtet. Ziel der Arbeit ist es, die Notwendigkeit einer systematischen Herangehensweise im Sportmanagement aufzuzeigen.
Sponsorship For Sport Managers
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Author : John L. Crompton
language : en
Publisher: Fitness Information Technology
Release Date : 2014
Sponsorship For Sport Managers written by John L. Crompton and has been published by Fitness Information Technology this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Corporate sponsorship categories.
Securing financial resources through sponsorships is a prominent element in the job descriptions of many sport managers and the importance of that task has increased exponentially in recent years. Sponsorship for Sport Managers provides readers with an understanding of how companies use sponsorship in their marketing programs and how sport managers can leverage that knowledge into greater sponsorship opportunities. Widely acclaimed author John Crompton masterfully integrates the conceptual with the applied as Sponsorship for Sport Managers helps readers to: understand how companies use sponsorship in their marketing programs; be responsive to sponsors' needs; charge an equitable fee for providing sponsors with leveraging opportunities; be active partners with the sponsors to help them meet their objectives, and measure the extent to which the objectives were accomplished.
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.
Wirkungsforschung Im Sport Sponsoring
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Author : Claudia Faika
language : de
Publisher: diplom.de
Release Date : 2002-01-14
Wirkungsforschung Im Sport Sponsoring written by Claudia Faika and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-01-14 with Business & Economics categories.
Inhaltsangabe:Gang der Untersuchung: Ausgehend von der aktuellen Situation, dass überwiegend quantitative Verfahren der Erfolgskontrolle statt qualitativer Verfahren verwendet werden, ist es das Ziel der Arbeit, verschiedene Studien auf neue Erkenntnisse einer effizienten Wirkungs- und Erfolgskontrolle im Sport-Sponsoring hin zu untersuchen. Während es in Kapitel 2 um die Vernetzte Kommunikation und die Einordnung in den Kommunikations-Mix geht, beschäftigt sich Kapitel 3 mit den Chancen und Grenzen von Sponsoring-Konzepten, Kapitel 4 mit den Zielen der Sponsoren und den diversen Sponsoring-Arten, Kapitel 5 mit TV-Sponsoring und den Neue Medien. Kapitel 6 beleuchtet Neue Vermarktungskonzepte (Events, Erlebnisorientierung), Kapitel 7 Modelle der Sponsoring-Wirkungsforschung. In Kapitel 8 wird der Status Quo der Sponsoring-Wirkungsforschung erläutert und schließlich folgt ein Fazit mit Beurteilung der Zukunftsperspektiven der Sponsoring-Wirkungsforschung. Inhaltsverzeichnis:Inhaltsverzeichnis: ABBILDUNGSVERZEICHNIS 1.EINLEITUNG 1.1Einführung in das Thema6 1.2Ziel und Aufbau der Arbeit14 2.SPONSORING IM KOMMUNIKATIONS-MIX VON UNTERNEHMEN 2.1Einordnung des Sponsoring in die Kommunikationspolitik15 2.2Das kommunikationspolitische Instrument Sponsoring 20 2.3Die Vorteile der Integration des Sponsoring in den Kommunikations-Mix20 2.4Sponsoring als Element einer Corporate Identity-Strategie20 2.5Integrierte Marketing-Kommunikation21 3.CHANCEN UND GRENZEN VON SPONSORING-KONZEPTEN22 4.SPORT-SPONSORING 4.1Charakterisierung24 4.2Ziele der Sponsoren im Sport-Sponsoring27 4.3Erscheinungsformen des Sponsoring im Sport31 4.3.1Sponsoring von Einzelsportlern31 4.3.2Sponsoring von Vereinsmannschaften35 4.3.3Verbandssponsoring36 4.3.4Sponsoring von Sportveranstaltungen und -wettbewerben36 4.3.5Ausrüstungswerbung38 4.3.6Trikotwerbung38 4.3.7Bandenwerbung39 4.3.8Stadion-Werbung44 4.3.9Sportflächen-, Tornetz-, Anzeigetafel-, GetUp-Werbung45 4.3.10Titel-Sponsoring45 4.3.11Prädikat-Sponsoring46 4.3.12Vereinsnamen-Sponsoring46 4.3.13Sponsoring im Breiten- bzw. Freizeitsport46 4.3.14Licensing46 5.TV-WERBUNG UND DIE NEUEN MEDIEN 5.1Programm-Sponsoring47 5.1.1Definition von Programm- / TV-Sponsoring47 5.1.2Ziele von Programm- / TV-Sponsoring48 5.1.3Vorteile von Programm-Sponsoring gegenüber klassischer Fernsehwerbung und Bandenwerbung48 5.1.4Nachteile von Programm-Sponsoring gegenüber klassischer Fernsehwerbung und [...]
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.