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Brand
Springer Nature
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N/A
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GTIN
9783824405077
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Product Description

Die spezifischen Eigenschaften von Dienstleistungen (Immaterialitt, Synchronitt von Ausfhrung und Inanspruchnahme) stellen besondere Anforderungen an die Kommunikationspolitik von Dienstleistungsanbietern und begrnden die Notwendigkeit einer zielgerichteten Einflussnahme auf die unternehmensrelevanten Images. Auf der Grundlage zahlreicher Beispiele aus der Praxis untersucht Christoph Bassenge die bedeutende Rolle des Sport-Sponsoring beim Abbau dienstleistungsspezifischer Kommunikationsprobleme. Er analysiert die Entscheidungstatbestnde bei der systematischen Planung eines kommunikativen Engagements im Sport und zeigt mgliche Entscheidungsalternativen auf. Gestaltungsmglichkeiten und Wirkungspotenziale einer Reihe wichtiger Sponsoring-Manahmen sowie deren innerbetriebliche Motivationswirkungen werden detailliert errtert.

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