Title
Marketing im Spannungsfeld von Emotionalitt und Sachlichkeit am Beispiel des Sponsorings von Musikveranstaltungen im EventMarke,Used
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Studienarbeit aus dem Jahr 2005 im Fachbereich BWL Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Gottfried Wilhelm Leibniz Universitt Hannover (Marketing und Management), Veranstaltung: Internationales Marketing und Investitionsgtermarketing, Sprache: Deutsch, Abstract: Im Informationszeitalter, das neue Mglichkeiten moderner Informations und Kommunikationssysteme mit sich bringt, die geprgt sind durch die Allgegenwrtigkeit von Informationen, erffnen sich Potentiale und gleichzeitig neue Herausforderungen. Diesem Umstand mssen sich Unternehmen in ihren Marketingstrategien stellen. Es wird deshalb wichtig, die Bedeutung der Kommunikation als Wettbewerbsfaktor zu erkennen und fr das eigene Unternehmen in Wettbewerbsvorteile umzusetzen (vgl. Meffert, 2000, S.104108 sowie Hermanns/ Pttmann, 1992, S.185). Die am Markt beteiligten Gruppen stehen einer Vielfalt von Produkten, Marken, Medien, Informationen und Konsumentengruppen gegenber (vgl. Mayerhofer, 1995, S. 40). Neuere Marketingtheorien weisen in diesem Zusammenhang der Aufmerksamkeit, erzielbar durch eine aktive Beteiligung der Konsumenten, einen zentralen Stellenwert zu (vgl. Goldhaber, 1997, S.182). Das Spannungsfeld zwischen emotionaler Beteiligung und der Vermittlung von sachlichen Werten ist bei der Erzielung von Aufmerksamkeit fr eigene Marken besonders zu bercksichtigen (vgl. Michael, 2002, S.3640). Auf eine bewusst wahrgenommene Differenz von emotionaler und sachlicher Botschaft knnen sensible Verbraucher kritisch reagieren. Es besteht dann die Gefahr, dass die Marke an Glaubwrdigkeit und Bindungskraft verliert und Reaktanz bei den Konsumenten erzeugt (vgl. ebenda, S.3738). Fr das Marketing gilt deshalb optimale Strategien zu entwickeln, die durch eine Balance der Botschaften Glaubwrdigkeit schaffen (vgl. Wiedmann, 2000, S.3). Eine zuknftige Herausforderung an die Kommunikationspolitik von Unterne
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Shipping & Returns
Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.
Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.
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Warranty
We provide a 2-year limited warranty, from the date of purchase for all our products.
If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.
This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).
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Your payment information is processed securely. We do not store credit card details nor have access to your credit card information.
We accept payments with :
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