Sponsorship in Marketing
Routledge (Verlag)
978-0-415-73980-1 (ISBN)
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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.
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.
Chapter 1. How We Got Here Chapter 2 . Views of Sponsorship Chapter 3 . Sponsorship Audiences Strategy and Objectives Chapter 4. How Sponsorship Works Chapter 5. Leveraging and Activation Chapter 6. Establishing Sponsorship Portfolios Chapter 7. Measuring Sponsorship Outcomes Chapter 8. Evaluating Sponsorships Chapter 9. Ambushing and Legal Issues Chapter 10. Relationships Beginning Managing Ending Chapter 11. Memory for Sponsorship Relationships Chapter 12. Internal Audiences for Sponsorship Chapter 13. Public Policy and Social Responsibility
Zusatzinfo | 10 Line drawings, black and white; 1 Tables, black and white |
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Verlagsort | London |
Sprache | englisch |
Maße | 156 x 234 mm |
Gewicht | 249 g |
Themenwelt | Sozialwissenschaften ► Soziologie |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-415-73980-2 / 0415739802 |
ISBN-13 | 978-0-415-73980-1 / 9780415739801 |
Zustand | Neuware |
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