Sport, Sponsoren und Konsumenten by Jens T. Zimmermann
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Sport, Sponsoren und Konsumenten

Sport, Sponsoren und Konsumenten


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About the Book

Unternehmen brauchen "Fans", nicht bloß Kunden. Langfristige, enge Beziehungen zwischen Konsument und Unternehmen werden immer bedeutender. Identifikation, als eine der intensivsten Verbindungen, gilt dabei als entscheidendes Konzept bei der Realisierung von Marketingzielen und Wettbewerbsvorteilen. Ein Instrument mit dem die Identifikation gefördert werden kann ist Sportsponsoring. Angesichts der enormen Summen, die in das Sportsponsoring investiert werden, stellt sich häufig die Frage nach der Wirkung dieser Maßnahmen. In der Regel werden psychologische Ziele wie Bekanntheit und Imageprofilierung angestrebt. Viele Unternehmen verzichten jedoch aus Zeit- und Komplexitätsgründen auf adäquate Wirkungsmessungen. Auch wissenschaftlich ist die Wirkung von Sportsponsoring trotz hoher praktischer Relevanz unzureichend erforscht. Bisherige Untersuchungen konzentrierten sich meist auf Wahrnehmung oder Erinnerung. Dieses Buch setzt an dieser Stelle an und analysiert den Beitrag des Sportsponsorings zur Stärkung der Identifikation des Konsumenten mit dem Sponsor und liefert Erkenntnisse für Marketingentscheider, Vermarktungsagenturen und Sponsoringinteressierte.


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Product Details
  • ISBN-13: 9783639226232
  • Publisher: VDM Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 263 gr
  • ISBN-10: 3639226232
  • Publisher Date: 11 Jan 2010
  • Height: 229 mm
  • No of Pages: 140
  • Spine Width: 8 mm
  • Width: 152 mm


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