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Vermarktung der FIFA Frauen-Weltmeisterschaft 2011(TM)

Vermarktung der FIFA Frauen-Weltmeisterschaft 2011(TM)

          
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About the Book

Vom 26. Juni bis 17. Juli 2011 war Deutschland der Gastgeber der 6. FIFA Frauen Fußball-Weltmeisterschaft(TM), bei der 16 Nationalmannschaften um den WM-Pokal spielten. Abgesehen vom sportlichen Wettkampf der Mannschaften gewinnt auch die professionelle Vermarktung dieser Veranstaltung zunehmend an Bedeutung. Ein solcher sportlicher Großevent wird interessant für Zuschauer, Medien, Sponsoren sowie Rechteinhaber und verlangt damit auch eine wissenschaftliche Betrachtungsweise. Sowohl für die Sponsoren als auch für die neun Austragungsorte der FIFA WM 2011(TM) bietet die WM eine öffentlich wirksame Marketing-Plattform und die Gelegenheit, sich im Zusammenhang mit der Weltmeisterschaft zu präsentieren. Durch die steigende Popularität und Aufmerksamkeit dieser Sportart erschließt sie sich immer neue Interessengruppen und Sponsoren. Dennoch schlagen die positiven Effekte nicht unbedingt auf die nationale Eliteliga über. Die Spiele der Frauen-Bundesliga besuchen durchschnittlich rund 800 Zuschauer. Dieses Buch beleuchtet die gute Stadionauslastung der Frauen-Weltmeisterschaft und möchte klären, welche Faktoren und Maßnahmen zu diesem Erfolg beigetragen haben. Darüber hinaus wird eine eingehende Analyse der Sponsoraktivitäten während der WM vorgenommen, um letztendlich der Frage nachzugehen, inwiefern die Sponsoren eines Frauenturniers anders bzw. besser wahrgenommen werden als Sponsoren bei ähnlichen Veranstaltungen der Männer.
About the Author: Stefan D. Gärtner wurde 1979 in Dresden geboren. Nach dem erfolgreichen Abschluss seines Betriebswirtschaftsstudiums an der TU Dresden im Jahr 2008 und einem Praktikum beim Sportartikelhersteller adidas arbeite er über drei Jahre in der Geschäftskundenabteilung der UniCredit Bank. Während dieser beruflichen Tätigkeit entschied sich der Autor dafür, nebenberuflich Sportmanagement an der Friedrich-Schiller-Universität in Jena zu studieren. Der innovative Masterstudiengang Sportmanagement führte den betriebswirtschaftlichen Hintergrund des Autors mit seinem großen Interesse am Sport sehr gut zusammen. Sein MBA-Studium schloss der Autor im Dezember 2011 mit dem akademischen Grad Master of Business Administration erfolgreich ab. Bereits seit seinem sechsten Lebensjahr spielt der Autor im Verein aktiv Fußball und ist seit 1994 als Schiedsrichter tätig. Als Referee leitet er Spiele der Sachsenliga und wird als Schiedsrichterassistent in der NOFV-Oberliga eingeteilt. In den Jahren 2006 bis 2009 stand der er auf der DFB-Liste und agierte als Assistent in der 2. Frauen-Bundesliga.


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Product Details
  • ISBN-13: 9783842877894
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3842877897
  • Publisher Date: 05 Mar 2012
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 145 gr


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