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Kultursponsoring: Systematische Planung Von Partnerschaften Zwischen Kulturakteuren Und Unternehmen
Hardcover
Business GeneralInvesting & FinanceMarketing
ISBN13: 9783658455675
Publisher: Springer Gabler
Published: Mar 4 2025
Pages: 336
Weight: 1.69
Height: 0.81 Width: 6.69 Depth: 9.61
Language: German
Kultursponsoring verbindet das kulturelle Engagement von Unternehmen mit strategischer Unternehmens- und Marketingkommunikation. Es basiert auf der externen Kooperation mit Kulturinstitutionen und der internen Zusammenarbeit mit verschiedenen Kommunikationsabteilungen des Unternehmens.
Ziel dieses Buches ist es, die gesamte Bandbreite der vielfältigen Einsatzmöglichkeiten von Kultursponsoring als Baustein einer integrierten Kommunikation aufzuzeigen. Die systematische Darstellung der einzelnen Schritte zur Erstellung einer Sponsoringkonzeption ermöglicht es den Lesenden, die Chancen und Risiken des Einsatzes von Kultursponsoring zu erkennen und darauf aufbauend eine eigenständige unternehmensspezifische Kultursponsoring-Strategie zu entwickeln.
Der Inhalt
- Begriff und Grundlagen des Kultursponsoring
- Erscheinungsformen des Kultursponsoring
- Einordnung des Kultursponsoring in die Kulturfinanzierung
- Managementprozess des Kultursponsoring und Kultursponsoring-Canvas
- Situationsanalyse im Kultursponsoring
- Ziele und Zielgruppen des Kultursponsoring
- Entwicklung einer Strategie des Kultursponsoring
- Auswahl von Kultursponsorships
- Operative Gestaltung des Kultursponsoring
- Einordnung des Kultursponsoring in die Marketing- und Unternehmenskommunikation
- Erfolgskontrolle im Kultursponsoring
- Tendenzen im Einsatz des Kultursponsoring
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