Sponsorship in Marketing : Effective Communication Through Sports, Arts and Events.

ISBN:

9781317810445

Title:

Author:

Cornwell, T. Bettina

Personal Author:

Cornwell, T. Bettina

Physical Description:

1 online resource (181 pages)

Contents:

Part I Background basics -- 1 How we got here -- 2 Views of sponsorship -- 3 Sponsorship audiences, strategies, and objectives -- Part II Sponsorship essentials -- 4 How sponsorship works -- 5 Leveraging and activation -- 6 Establishing sponsorship portfolios -- 7 Measuring sponsorship outcomes -- 8 Evaluating sponsorships -- 9 Ambushing and legal issues in sponsorship -- 10 Relationships-beginning, managing, and ending -- Part III Advanced and specialized topics -- 11 Memory for sponsorship relationships -- 12 Internal audiences for sponsorship -- 13 Public policy and social responsibility in sponsorship.

Local Note:

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

Subject Term:

Corporate sponsorship.

Special events -- Marketing.

Sports sponsorship.

Performing arts sponsorship.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2014

Publication Information:

London :

Routledge,

2014.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
659.285 COR	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

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.

Author Notes

T. Bettina Cornwell is the Edwin E. and June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon. Prior to joining the University of Oregon, she was Professor of Marketing and Sport Management at the University of Michigan. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.