000			03134cam a22004218i 4500
001			21427803
003			KPTM
005			20230926154011.0
008			200211s2020 nyu b 001 0 eng
010			_a 2019049388
020			_a9780367343439 _q(hardback)
020			_a9780367343446 _q(paperback)
020			_z9780429325106 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHD59.35 _b.C67 2020
082	0	0	_a659.2/85 _223
100	1		_aCornwell, T. Bettina, _eauthor.
245	1	0	_aSponsorship in marketing : _beffective partnerships in sports, arts and events / _cT. Bettina Cornwell.
250			_a2nd Edition.
263			_a2002
264		1	_aNew York City : _bRoutledge, _c2020.
300			_axiii, 260p.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of the author's Sponsorship in marketing, 2014.
504			_aIncludes bibliographical references and index.
520			_a"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"-- _cProvided by publisher.
526			_aBS101
650		0	_aCorporate sponsorship.
650		0	_aSpecial events _xMarketing.
650		0	_aSports sponsorship.
650		0	_aPerforming arts sponsorship.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBOK
999			_c16026 _d16026