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Sponsorship in marketingeffective co...

Cornwell, T. Bettina.,

Sponsorship in marketingeffective communication through sports, arts, and events /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Sponsorship in marketingT. Bettina Cornwell.
Reminder of title:	effective communication through sports, arts, and events /
Author:	Cornwell, T. Bettina.,
Published:	Abingdon, Oxon :Routledge,2014.
Description:	1 online resource (xiv, 166 p.)
Subject:	Corporate sponsorshipages
Online resource:	https://www.taylorfrancis.com/books/9781317810445
ISBN:	9781317810445 (e-book)

Sponsorship in marketingeffective communication through sports, arts, and events /
Cornwell, T. Bettina.,

Sponsorship in marketingeffective communication through sports, arts, and events /[electronic resource] :T. Bettina Cornwell. - Abingdon, Oxon :Routledge,2014. - 1 online resource (xiv, 166 p.)

Includes bibliographical references and index.

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

"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"--

ISBN: 9781317810445 (e-book)Subjects--Topical Terms:

808547
Corporate sponsorshipages

LC Class. No.: HD59.35 / .C67 2014

Dewey Class. No.: 659.285 / C821

Sponsorship in marketingeffective communication through sports, arts, and events /
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020 $a 9781317810445 (e-book)
020 $a 9781315816371 (e-book : PDF)
020 $a 9781317810421 (e-book: Mobi)
020 $a 9781317810438 (e-book: ePub)
020 $a 9780415739795 (hardback)
020 $a 9780415739801 (paperback)
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040 $a FlBoTFG $c FlBoTFG
050 4 $a HD59.35 $b .C67 2014
082 0 4 $a 659.285 $b C821
100 1 $a Cornwell, T. Bettina., $e author. $3 808546
245 1 0 $a Sponsorship in marketing $h [electronic resource] : $b effective communication through sports, arts, and events / $c T. Bettina Cornwell.
260 $a Abingdon, Oxon : $b Routledge, $c 2014.
300 $a 1 online resource (xiv, 166 p.)
504 $a Includes bibliographical references and index.
505 0 $a 1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages
520 $a "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"-- $c Provided by publisher.
650 0 $a Corporate sponsorshipages $3 808547
650 0 $a Performing arts sponsorshipages $3 808548
650 0 $a Special events $x Marketing. $3 192316
650 0 $a Sports sponsorshipages $3 808549
856 4 0 $u https://www.taylorfrancis.com/books/9781317810445