Event-Marketing: Konzeption Und Organisation in Der Pop-Musik
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Die vorliegende Untersuchung ist vor allem deswegen interessant, weil sie wertvolles Material �ber die Zusammenh�nge zwischen Massenveranstaltungen der Pop Musik-Szene, Werbeinteressen und jugendlichem Freizeitverhalten zutage gef�rdet hat. Im Ausgangspunkt war es, zun�chst den Inhalt des Begriffes Event-Marketing zu kl�ren und daraufhin eine praxisorientierte Konzeption dieses verst�rkt seit Beginn der 90er Jahre zu beobachtenden Verfahrens vorzustellen. Als Hauptbeispiel diente dem Autor die Deutsch- landtournee der Rockgruppe Pink Floyd und deren Kooperation mit der Volkswagen AG. Neben �konomischen Erw�gungen ber�cksichtigt Graf auch jugend- und kultur-soziolo- gische Fragen. Der Besuch von zahlreichen Open Air-Festivals, viele Expertengespr�che mit in dieser Branche T�tigen, die konstante Dokumentation in Word und Bild �ber einen Zeitraum von �ber drei Jahren und die Erstellung einer f�r diese Thematik zuvor noch nicht vorhandenen Literatur�bersicht gibt damit einen umfassenden �berblick vom Event-Marketing in Kontakt der Pop Musik. Daten zur Erstellung einer Infrastruktur f�r ein Open Air-Event, Break-Even-Berechnungen, Vertragsmuster, Marketing- und Zeitpl�ne und ausf�hrliches Bildmaterial wurden hierbei vom Autor bereitgestellt. Mit den in dieser Studie gewonnenen Erkentnissen er�ffnet sich zudem die M�glichkeit, diese auch auf Events, die nicht der Pop Musik (z.B. Klassik, Musical, Theater, Sport, etc.) angeh�ren, zu �bertragen.
Dr. Christof Graf, Dipl.-Kfm. arbeitete als Marketingberater und Projektleiter für Living Media, Köln (Rolling Stones, Bon Jovi, u.a.); Luxevents, Luxemburg (Bob Dylan, Backstreet Boys, Incentives u.a.); Leiter Marketing und Presse der Fa. Hoffmann GmbH, Mannheim (3 Tenöre-Worldtour 1996/1997). Zudem ist er als freier Publizist für zahlreiche Printmedien und Rundfunkanstalten tätig. 1996 promovierte er bei Professor Dr. Alois Hahn, Universität Trier.
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