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Soziosponsoring von Krankenhusern
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Krankhuser sehen sich wachsendem konomischen Druck ausgesetzt; Industrieunternehmen suchen bestndig nach effizienterer Kommunikation. Das in Deutschland bisher selten praktizierte Krankenhaussponsoring erffnet beiden Interessengruppen Alternativen: Krankenhusern bietet sich eine zustzliche Finanzierungsmglichkeit, Unternehmen erschlieen eine neuartige Kommunikationsform. Matthias Koth erforscht die Chancen des Krankenhaussponsoring in Deutschland. Er zeigt detailliert, wie deutsche Unternehmer Krankenhaussponsoring beurteilen und ob sich Konsumentenprferenzen durch Krankenhaussponsoring beeinflussen lassen. Darauf aufbauend wird ein Verfahren entwickelt, das die Schtzung der fr Sponsoren relevanten monetren Konsequenzen von Soziosponsoring erlaubt.
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