Christian Lucas – författare
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2 produkter
2 produkter
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsorship in a National and International Environment
Häftad, Engelska, 2014
555 kr
Skickas inom 10-15 vardagar
Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.
Innovatives und digitales Marketing in der Praxis
Insights, Strategien und Impulse für Unternehmen
Häftad, Tyska, 2023
673 kr
Skickas inom 10-15 vardagar
Die Autor:innen, allesamt Hochschuldozierende und praxiserfahrene Marketingexpert:innen, betrachten dabei die Auswirkungen der kontinuierlichen Vernetzung und Digitalisierung im gesamten Marketingprozess – und geben Antworten auf folgende Fragen: Welche Auswirkungen hat die Digitalisierung auf die Kund:innen?