Kultursponsoring Book by Silke Kellner - Bookswagon
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Kultursponsoring

Kultursponsoring


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About the Book

Inhaltsangabe: Zusammenfassung: Die Beschäftigung mit dem Thema dieser Arbeit basiert auf einem persönlichen Interesse an Kunst und Kultur und der Umsetzung von Projekten aus diesen Bereichen angesichts eingeschränkter finanzieller Möglichkeiten. Kultursponsoring ist ein Kommunikationsinstrument, das an dem Schnittpunkt von Kultur und Wirtschaft ansetzt, da es die Interessen von Kulturschaffenden und Unternehmen miteinander verbindet. Der Gedanke, dieses Thema zum Gegenstand einer Diplomarbeit werden zu lassen, entstand während eines Praktikums bei der "Avantgarde" in München, einer Kommunikationsagentur, die sich professionell mit der Kreation von Ideen, Planung, Organisation und Durchführung kultureller Sponsorships für Unternehmen beschäftigt. Die Mitarbeit an Projekten, die sich durch eine hohe Budgetierung auszeichneten, warf Fragen zur Wirtschaftlichkeit des Kultursponsorings auf. Vor dem Hintergrund der wirtschaftlichen Rezession macht die wachsende Beliebtheit des Kultursponsorings eine Auseinandersetzung mit den Möglichkeiten einer Sponsoringkontrolle notwendig. Die Professionalisierung des Sponsorings auch im kulturellen Bereich verlangt eine methodische Beschäftigung mit theoretischen und praktischen Aspekten ihrer Kontrollmöglichkeiten, Gegenstand dieser Arbeit wird es daher sein, Fragen hinsichtlich existierender Kontrollmöglichkeiten des Sponsorings und deren Anwendung auf den Bereich des Kultursponsorings zu überprüfen sowie den Stand der wissenschaftlichen Auseinandersetzung zu diesem Thema darzustellen. Um dieser komplexen Thematik umfassend gerecht zu werden, wurde eine focussierende Analyse des Sponsorings ausgewählt. Die Arbeit beginnt mit einer allgemeinen Darstellung zum Sponsoring, wird sich anschließend speziell mit dem Kultursponsoring befassen und für die Darstellung der aktuellen Situation der Kuhurforderung in Deutschland eine empirische Studie des ifo-Instituts für Wirtschaftsforschung vorstellen. Im nächsten Schritt folgt die Darstell


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Product Details
  • ISBN-13: 9783838602691
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 236 gr
  • ISBN-10: 3838602692
  • Publisher Date: 25 Aug 1997
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Methodische Aspekte und Perspektiven der Sponsoringkontrolle
  • Width: 148 mm


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