| 000 | 04942nam a22005055i 4500 | ||
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| 001 | 978-3-658-44171-5 | ||
| 003 | DE-He213 | ||
| 005 | 20251030112256.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 240603s2024 gw | s |||| 0|eng d | ||
| 020 |
_a9783658441715 _9978-3-658-44171-5 |
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_a10.1007/978-3-658-44171-5 _2doi |
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_aKJS _2bicssc |
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_aBUS043000 _2bisacsh |
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| 100 | 1 |
_aBruhn, Manfred. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut _978198 |
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| 245 | 1 | 0 |
_aSports Sponsoring _h[electronic resource] : _bRequirements and Practical Examples for Successful Partnerships / _cby Manfred Bruhn, Peter Rohlmann. |
| 250 | _a1st ed. 2024. | ||
| 264 | 1 |
_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer, _c2024. |
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| 300 |
_aXXIII, 553 p. 258 illus., 256 illus. in color. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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_atext file _bPDF _2rda |
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| 505 | 0 | _aSponsorship as an element of sports marketing and sports sponsorship -- Forms of sports sponsorship -- Planning process of sports sponsorship -- Objectives and target groups of sports sponsorship as a starting point -- Strategic orientation of sports sponsorship -- Selection of sponsorships in sport Operational design of sports sponsorship -- Integration of sports sponsorship into marketing and corporate communication -- Budgeting of sports sponsorship -- Monitoring success in sports sponsorship -- Services of sports agencies -- Trends in the use of sports sponsorship. | |
| 520 | _aThis book provides basic knowledge and understanding for successful sports sponsorship. The structure of the book is based on the individual phases of analysis, planning, implementation and monitoring of sponsorship concepts. The planning process with its individual phases is presented as an introduction to the classification of sponsorship as an element of sports marketing and the various forms of sports sponsorship. Building on this, the situation analysis, target definition, target group planning, strategic orientation, budgeting, selection of sponsorships, integration into the communication mix and sponsorship mix, design of sponsorships, success control, legal aspects, services of sports agencies and trends in the use of sports sponsorship are the subject of detailed treatment. In a concluding chapter, the 2022 FIFA World Cup is used as an opportunity to highlight the critical points of contention in the discussion about sports sponsorship of major events. The question of conclusions for future sporting events is also raised. In order to not only propagate a tangible practical relevance, but to have it underpinned by experts, the authors have agreed to cooperate with the sponsorship association “S20 - The Sponsors' Voice” (Germany) with regard to the inclusion of case studies in the book. Swiss companies also took part in the case studies. Numerous examples - such as Allianz SE, Bell Food Group AG, Deutsche Kreditbank AG (DKB), Deutsche Telekom AG, HypoVereinsbank/UniCredit Bank AG, ING Deutschland, Mercedes-Benz AG, Novartis International AG, Penny Markt GmbH (REWE Group), Raiffeisen Schweiz, Viessmann Climate Solutions SE, Warsteiner Brauerei Haus Cramer KG - illustrate what successful sports sponsorship can look like and provide concrete suggestions for its implementation. Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel, Switzerland). Dr. Peter Rohlmann is the owner of PR MARKETING, a consulting agency in strategic policy issues, especially sports business, in Rheine/Münsterland (Germany). The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. | ||
| 650 | 0 |
_aMarketing. _9521 |
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| 650 | 0 |
_aBusiness enterprises _xFinance. _958021 |
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| 650 | 1 | 4 |
_aMarketing. _9521 |
| 650 | 2 | 4 |
_aCorporate Finance. _957278 |
| 700 | 1 |
_aRohlmann, Peter. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut _978199 |
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| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer Nature eBook | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783658441708 |
| 776 | 0 | 8 |
_iPrinted edition: _z9783658441722 |
| 776 | 0 | 8 |
_iPrinted edition: _z9783658441739 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1007/978-3-658-44171-5 |
| 912 | _aZDB-2-BUM | ||
| 912 | _aZDB-2-SXBM | ||
| 999 |
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