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Gutes Geld - Regionale Kulturförderung durch Banken: Am Beispiel der Sparkasse Gifhorn-Wolfsburg by Meyer-Bosse, Dirk

Gutes Geld - Regionale Kulturförderung durch Banken: Am Beispiel der Sparkasse Gifhorn-Wolfsburg

by Dirk Meyer-Bosse
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Book cover type: Paperback
  • ISBN13: 9783838675220
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 148
  • Original Price: GBP 85.5
  • Language: German
  • Edition: N/A
  • Item Weight: 200 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Innerhalb des gesellschaftlichen Wandels von der Produktions- und Dienstleistungs- zur Informationsgesellschaft definieren sich auch Positionen von Vertretern der Wirtschaft neu: Banken und Sparkassen verstehen sich zunehmend als aktive Elemente der Gesellschaft mit einer steigenden Verantwortung für ihr kulturelles und soziales Umfeld. Doch auch ein vielfältig geartetes Eigeninteresse veranlasst die Kreditinstitute zu einer kontinuierlichen Erweiterung ihres mittlerweile breit gefächerten kulturellen Engagements. Auf der Suche nach neuen Wegen der Abgrenzung und Selbstdarstellung innerhalb eines sukzessive expandierenden Marktes haben Banken und Sparkassen die Kunst- und Kulturförderung als effizientes Mittel zur Schaffung eines eigenen Profils entdeckt. In einer Zeit zunehmender Kommerzialisierung, geprägt von Reiz- und Informationsüberflutung, sind sie zu der Erkenntnis gelangt, ihre anvisierten Zielgruppen mit den „klassischen" Instrumenten der Werbung allein häufig nicht mehr zu erreichen. Kunst und Kultur werden deshalb verstärkt zu Zwecken der (verdeckten) Werbung und Öffentlichkeitsarbeit (Public Relations) instrumentalisiert. Dabei nutzen Banken und Sparkassen deren „unverbrauchte", scheinbar zeitlose Werte zur Verwirklichung ihrer unternehmensbezogenen Motive. Ein empirisch belegtes, ungemindert steigendes Interesse des Gro teils ihrer Zielgruppe an Kunst und Kultur lässt sie vielfältige Förderma nahmen ergreifen. Aus diesen Erkenntnissen heraus hat sich Kulturförderung in Form eines kulturellen Event-Marketings für Banken und Sparkassen zu einem bedeutenden Faktor der Unternehmenskommunikation entwickelt. Gang der Untersuchung: Ausgangspunkt der vorliegenden Arbeit sind in diesem Kontext Fragestellungen zur regionalen Kulturförderung durch Banken dargestellt am Beispiel einer örtlichen Sparkasse. Insbesondere zwei Gründe waren ausschlaggebend für die Auswahl der Sparkasse Gifhorn-Wolfsburg zum Untersuchungsgegenstand: Zum ein

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