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Kulturförderung Kultursponsoring

Kulturförderung Kultursponsoring


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About the Book

Entwicklungen und Tendenzen der Unternehmenskommunikation zu analysieren gehört zu den wichtigen und aktuellen Aufgaben moderner Betriebswirtschaftslehre wie praktischen Managements. In den letzten Jahren ist eine Zunahme von neueren Ansätzen, ins- besondere des "Sponsoring" als Kommunikationsinstrument, zu beobachten. Sponsoring - weder als Mäzenatentum noch als Spen- denwesen verstanden- bedeutet vielmehr: das Planen, Organisieren, Durchführen und Kontrollieren sämt- licher Aktivitäten und das Bereitstellen von Mitteln durch Unternehmen für Personen und Organisationen in Sport, Kultur und im So- zialwesen zwecks Erreichen unternehmerischer Marketing- und Kommu- nikationsziele. Sponsoring stellt bei dieser Sichtweise ein neues Instrument der Marktkommunikation dar, auf der Basis von Leistung und Gegen- leistung der Beteiligten. Über den Bereich des Sports hinaus - einem der stark expandie- renden Gebiete des Sponsorings - erweist sich der Bereich der Kultur als interessantes Gebiet für die Unternehmenskommunika- tion. Doch in diesem Gebiet gibt es Berührungsängste und Uner- fahrenheit ebenso wie Traditionen langfristiger und positiver Zu- sammenarbeit. Kulturförderung von staatlicher und wirtschaftlicher Seite wieder- um ist ein gesellschaftspolitisch bedeutendes und ebenso in der ak- tuellen Diskussion stehendes Thema. Kunst- und Kultursponsoring wird heute von vielen Unternehmen nicht richtig interpretiert. Es geht nicht darum, die im Sport zu be- obachtenden Sponsoringmaßnahmen auf den Kulturbereich zu 6 Vorwort übertragen. Vielmehr ist es notwendig, Kultursponsoring aus der Perspektive der Unternehmenskultur und der daraus abgeleiteten Unternehmenskommunikation zu analysieren und entsprechende Schlußfolgerungen für kulturelle Sponsorships des Unternehmens zu ziehen. Nur durch dieses schlüssig abgeleitete System können Unternehmen Glaubwürdigkeit für ihre Sposoringtätigkeit errei- chen.


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Product Details
  • ISBN-13: 9783663058236
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 20 mm
  • Weight: 498 gr
  • ISBN-10: 3663058239
  • Publisher Date: 13 Sep 2012
  • Binding: Paperback
  • Height: 216 mm
  • No of Pages: 387
  • Series Title: Faz - Gabler Edition
  • Sub Title: Zukunftsperspektiven Der Unternehmenskommunikation
  • Width: 140 mm


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