by
Cornwell, T. Bettina
Call Number
659.285 COR
Publication Date
2014
Summary
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Format:
Electronic Resources
Relevance:
60136.1133
by
Watt, David C., 1951-
Call Number
658.456 WAT
Publication Date
1998
Format:
Books
Relevance:
0.1291
View Other Search Results
by
Jackson, Nigel A.
Call Number
658.456 JAC
Publication Date
2017
Format:
Books
Relevance:
0.1066
by
Masterman, Guy.
Call Number
658.456 MAS
Publication Date
2006
Format:
Books
Publisher description http://www.loc.gov/catdir/enhancements/fy0661/2005925262-d.html
Relevance:
0.0739
by
Jackson, Nigel.
Call Number
394.2 JAC
Publication Date
2013
Summary
This accessible book introduces students to the theories, concepts and skills required to promote an event successfully. To promote an event effectively it is essential to understand marketing, but it is also important to recognise that it is not just consumers who are the audience: other publics who may not necessarily attend can have a fundamental effect on the success of an event as well. Uniquely therefore, this book covers two related themes: marketing and public relations in an events context. This will offer events planners a comprehensive guide on how to promote events to a range of au
Format:
Electronic Resources
Relevance:
0.0635
by
Rinallo, Diego.
Call Number
658.456 RIN
Publication Date
2018
Format:
Electronic Resources
Relevance:
0.0598
Limit Search Results
Narrowed by: