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Corporate Sponsoring

In: Handbuch Fundraising

Author

Listed:
  • Manfred Bruhn

    (Universität Basel, Wirtschaftswissenschaftliche Fakultät)

Abstract

Zusammenfassung Für eine erfolgreiche Kommunikationsarbeit von Unternehmen gewinnen zunehmend Kommunikationsinstrumente an Bedeutung, die den Zielgruppen authentische emotionale Erlebnisse vermitteln. Das Corporate Sponsoring ermöglicht eine solche emotionale Zielgruppenansprache und ist damit geeignet, die Wirkungsprobleme der klassischen Kommunikationsinstrumente, insbesondere der Mediawerbung, zu umgehen. Der Beitrag verfolgt das Ziel, die Grundlagen des Corporate Sponsoring aufzuarbeiten, den Planungsprozess des Corporate Sponsoring darzulegen und Entwicklungstendenzen des Corporate Sponsoring aufzuzeigen.

Suggested Citation

  • Manfred Bruhn, 2024. "Corporate Sponsoring," Springer Books, in: Michael Urselmann (ed.), Handbuch Fundraising, edition 3, pages 193-214, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33765-0_16
    DOI: 10.1007/978-3-658-33765-0_16
    as

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