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Kontrolle des Sponsorings
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Als Instrument der Marketing-Kommunikation ist das Sponsoring mittlerweile fest etabliert. Da sich die Verteilung der Mittel mehr und mehr nach den Kriterien Effektivitt und Effizienz richtet, hat in den vergangenen Jahren die Kontrolle des Sponsoring-Einsatzes zunehmend an Bedeutung gewonnen. Auf der Grundlage einer management- und wirkungsorientierten Darstellung des Sponsorings untersucht Christian Marwitz den Stand der Sponsoringkontrolle in Wissenschaft und Praxis. Darauf aufbauend entwickelt er einen theoretisch fundierten anwendungsbezogenen methodischen Ansatz der Sponsoring-Evaluation, mit dessen Hilfe Unternehmen eine systematische Sponsoringkontrolle durchfhren bzw. wirksam verbessern knnen.
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