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Situationsanalyse im Sportsponsoring

In: Sportsponsoring

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

Zusammenfassung Ausgangspunkt für ein Engagement im Sportsponsoring ist eine systematische Situationsanalyse auf verschiedenen Ebenen. Dazu zählt die Ebene der relevanten Märkte, die Stellung des Marketing und der Marke des Unternehmens in der Branche, der Auftritt des Unternehmens in der Kommunikation sowie im Sponsoring – hierzu bedarf es gründliche Analysen. Damit alle Beteiligten für ein Sportsponsoringprojekt die besten Erfolgsvoraussetzungen schaffen, ist die Zusammenstellung einer Reihe von Informationen erforderlich. Dabei sind interne Variablen der Sponsoringpartner ebenso von Bedeutung wie externe Faktoren, also solche aus dem Umfeld der Beteiligten. Um die vielfältigen Situationsvariablen, die die strategische Sponsoringausrichtung und den Einsatz der einzelnen Sponsoringinstrumente beeinflussen, möglichst detailliert zu erfassen, empfiehlt sich eine strukturierte Vorgehensweise.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2024. "Situationsanalyse im Sportsponsoring," Springer Books, in: Sportsponsoring, chapter 4, pages 147-164, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-41562-4_4
    DOI: 10.1007/978-3-658-41562-4_4
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