20.500.12556/DKUM-49405 Upravljanje sponzoriranja kot instrumenta komuniciranja organizacije in komuniciranja v marketingu Management of sponsorship as a instrument of corporate communications and marketing communications V prispevku avtorja obravnavata upravljanje sponzoriranja, ki ga prikažeta skozi šest ključnih stopenj. Sponzoriranje pojmujeta kot sestavni del komuniciranja organizacije kot celote oziroma kot sestavino integriranega komuniciranja organizacije. Opozarjata na neskladje med pogosto uporabo sponzoriranja in nesistematičnim pristopom k sponzoriranju, kar se kaže kot pomanjkljivo upravljanje sponzoriranja. Vzrok za to pa je predvsem v tem, da sponzorji nimajo jasno postavljenih ciljev sponzoriranja. In his contribution, the authors deals with the management of sponsorship, which is dealt with in six steps. Sponsorship is defined as a part of communication of an organisation as a whole or as a part of an integrated communication of an organisation. The authors draws our attention to the incongruity between the frequent use of sponsorship and unsystematical approach towards sponsorship. The later is revealed through poor management of sponsorship. The ground for this is unclear objectives of sponsoring. true false false Slovenski jezik Angleški jezik Delo ni kategorizirano 2015-07-10 12:08:02 2015-07-10 12:08:03 2022-05-27 03:09:34 2021-05-09 03:16:45 2001 0 0 str. 583-595 št. 4 Letn. 38 oktober 2001 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 763652 12142310 0040-3598 URN:SI:UM:DK:TMEEODLD http://dk.fdv.uni-lj.si/db/pdfs/tip20014MUMELKRAMBERGER.pdf 1 https://dk.um.si/Dokument.php?lang=slv&id=73964 Ekonomsko-poslovna fakulteta 0 0 0