Book

Sponsorship in marketing : effective communication through sports, arts, and events

Cornwell, T. Bettina, author

Overview

\"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 objectivesleveraging and activationbuilding sponsorship portfoliosmeasurement and evaluationambush marketingmanaging relationshipsinternal audiencespublic policy and legal issuesEvery 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\"-- Provided by publisher.

• Publisher: Routledge, Taylor & Francis Group
• Subject: Corporate sponsorship. / Special events Marketing. / Sports sponsorship. / Performing arts sponsorship. / BUSINESS & ECONOMICS / Marketing / General. / SPORTS & RECREATION / General. / SPORTS & RECREATION / Business Aspects.
• ISBN: 9780415739795, 9780415739801

Item info:

1 item available

1 item total in all locations

Holdings :

Call Number	Copies	Material	Location
HD59.35.C67 2014	1	BOOK	BUSINESS