Sponsorship in marketing : effective partnerships in sports, arts and events / T. Bettina Cornwell.
Material type:
TextPublisher: New York City : Routledge, 2020Edition: 2nd EditionDescription: xiii, 260pContent type: text Media type: unmediated Carrier type: volumeISBN: 9780367343439; 9780367343446Subject(s): Corporate sponsorship | Special events -- Marketing | Sports sponsorship | Performing arts sponsorshipDDC classification: 659.2/85 LOC classification: HD59.35 | .C67 2020Summary: "Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing 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, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. 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.
| Item type | Current library | Collection | Call number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|
BUKU
|
al-Biruni Library Open Shelf | Open shelf | HD59.35 .C67 2020 (Browse shelf(Opens below)) | Available | P.O 23Y0600299 | 25804 | |
|
BUKU
|
al-Biruni Library Open Shelf | Open shelf | HD59.35 .C67 2020 (Browse shelf(Opens below)) | Available | 25656 |
Browsing al-Biruni Library shelves, Shelving location: Open Shelf, Collection: Open shelf Close shelf browser (Hides shelf browser)
| HD58.9 Z34 2013 Pengurusan organisasi / | HD58.9 Z34 2013 Pengurusan organisasi / | HD59 .T396 2018 Theory, practice and techniques in public relations / | HD59.35 .C67 2020 Sponsorship in marketing : effective partnerships in sports, arts and events / | HD59.35 .C67 2020 Sponsorship in marketing : effective partnerships in sports, arts and events / | HD60 .A392 2015 Corporate social irresponsibility / | HD60 B37 2013 Business and its environment |
Revised edition of the author's Sponsorship in marketing, 2014.
Includes bibliographical references and index.
"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing 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, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. 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.
BS101
There are no comments on this title.