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Strategien des integrierten Kommunikationsmanagements im Sport

Strategien des integrierten Kommunikationsmanagements im Sport

          
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About the Book

Diplomarbeit aus dem Jahr 2002 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: gut, Deutsche Sporthochschule Köln (Institut für Sportpublizistik), Sprache: Deutsch, Abstract: Zum ersten Mal hat sich eine wissenschaftliche Abschlußarbeit in Deutschland mit der Frage beschäftigt, ob und wie die deutschen Großunternehmen ihr Kommunikationsbudget auf die verschiedenen Kommunikationsmaßnahmen im Sport aufteilen. Dazu wurden 100 Firmen befragt, die im Bereich Sport gezielte Werbe- und Kommunikationsmaßnahmen durchführen. Nach den Ergebnissen der 280 Seiten umfassenden Arbeit lassen sich den deutschen Kommunikatoren allerdings keine groben Fehler unterstellen, immerhin verwenden die befragten Unternehmen durchschnittlich 5,5 verschiedene Kommunikationsinstrumente, um ihre Zielgruppen entsprechend variiert zu erreichen. Darüber hinaus zeigt die Studie einen hohen Wissensstand bezüglich der Konzeption und Implementierung von integrierten Kommunikationsstrategien. Und auch wenn es sicherlich hin und wieder Einzelfälle gibt, die interne Probleme mit der Durchführung von integrierter Kommunikation haben, und noch Aufklärungsarbeit innerhalb des eigenen Unternehmens leisten müssen, so hat die große Mehrheit doch erkannt, worauf es ankommt: auf einen sinnvollen und strategischen Einsatz des zu Verfügung stehenden Budgets. Nach einer umfassenden theoretischen Einleitung, die alle genannten Kommunikationsmaßnahmen gesondert definiert, ist ein Kapitel ausschließlich der Begrifflichkeit des integrierten Kommunikationsmanagements gewidmet. Erst danach wird das Untersuchungsdesign erläutert, eine teil-standardisierte Befragung von Kommunikationsexperten bedeutender deutscher Sportsponsoren. Es ist herauszustellen, dass fast ausschließlich leitende Kommunikationsmanager an der Beantwortung teilgenommen haben, was für die Qualität und das Gewicht des gewonnenen Datenmaterials spricht. Besonders wenn man dazu noch den Rücklauf von erstaunlichen 50 Prozent beach


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Product Details
  • ISBN-13: 9783638697354
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 17 mm
  • Width: 148 mm
  • ISBN-10: 3638697355
  • Publisher Date: 02 Aug 2007
  • Height: 210 mm
  • No of Pages: 288
  • Series Title: German
  • Weight: 381 gr


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