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Title:
Upravljanje sponzoriranja kot instrumenta komuniciranja organizacije in komuniciranja v marketingu
Authors:
ID
Mumel, Damijan
(
Author
)
ID
Kramberger, Urban
(
Author
)
Files:
http://dk.fdv.uni-lj.si/db/pdfs/tip20014MUMELKRAMBERGER.pdf
Language:
Slovenian
Work type:
Not categorized
Typology:
1.01 - Original Scientific Article
Organization:
EPF - Faculty of Business and Economics
Abstract:
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.
Year of publishing:
2001
Number of pages:
str. 583-595
Numbering:
Letn. 38, št. 4
PID:
20.500.12556/DKUM-49405
UDC:
339.138
ISSN on article:
0040-3598
COBISS.SI-ID:
12142310
NUK URN:
URN:SI:UM:DK:TMEEODLD
Publication date in DKUM:
10.07.2015
Views:
805
Downloads:
45
Metadata:
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Misc.
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Record is a part of a journal
Title:
Teorija in praksa. revija za družbena vprašanja
Shortened title:
Teor. praksa
Publisher:
Visoka šola za politične vede, Visoka šola za politične vede, Visoka šola za sociologijo, politične vede in novinarstvo, Fakulteta za sociologijo, politične vede in novinarstvo, Fakulteta za družbene vede
ISSN:
0040-3598
COBISS.SI-ID:
763652
Secondary language
Language:
English
Title:
Management of sponsorship as a instrument of corporate communications and marketing communications
Abstract:
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.
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