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Sports sponsoringrequirements and practical examples for successful partnerships /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Sports sponsoringby Manfred Bruhn, Peter Rohlmann.
其他題名:	requirements and practical examples for successful partnerships /
作者:	Bruhn, Manfred.
其他作者:	Rohlmann, Peter.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2024.
面頁冊數:	xxiii, 553 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Sports sponsorship.
電子資源:	https://doi.org/10.1007/978-3-658-44171-5
ISBN:	9783658441715$q(electronic bk.)

Sports sponsoringrequirements and practical examples for successful partnerships /
Bruhn, Manfred.

Sports sponsoringrequirements and practical examples for successful partnerships /[electronic resource] :by Manfred Bruhn, Peter Rohlmann. - Wiesbaden :Springer Fachmedien Wiesbaden :2024. - xxiii, 553 p. :ill., digital ;24 cm.

Sponsorship 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.

This 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.

ISBN: 9783658441715$q(electronic bk.)

Standard No.: 10.1007/978-3-658-44171-5doiSubjects--Topical Terms:

538242
Sports sponsorship.

LC Class. No.: GV716

Dewey Class. No.: 338.47796

Sports sponsoringrequirements and practical examples for successful partnerships /
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505 0 $a Sponsorship 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 $a This 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.
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