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"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"--
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Subjects
Marketing, Performing arts sponsorship, Corporate sponsorship, Special events, Sports sponsorship, Art patronage, BUSINESS & ECONOMICS / Marketing / General, SPORTS & RECREATION / General, SPORTS & RECREATION / Business Aspects, Economics, BUSINESS & ECONOMICS, General, SPORTS & RECREATION, Business Aspects, Parrainage publicitaire, Événements spéciaux, Parrainage sportif, Parrainage culturel, SponsoringShowing 11 featured editions. View all 11 editions?
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01
Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
2020, Taylor & Francis Group
in English
1000036804 9781000036800
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Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
2020, Taylor & Francis Group
in English
042932510X 9780429325106
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04
Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
2020, Taylor & Francis Group
in English
1000036863 9781000036862
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06
Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
2020, Taylor & Francis Group
in English
1000036839 9781000036831
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07
Sponsorship in marketing: effective communication through sports, arts and events
2014, Routledge
in English
0415739799 9780415739795
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08
Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events
2014, Taylor & Francis Group
in English
1317810422 9781317810421
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09
Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events
2014, Taylor & Francis Group
in English
1317810430 9781317810438
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10
Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events
2014, Taylor & Francis Group
in English
1315816377 9781315816371
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11
Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events
2014, Taylor & Francis Group
in English
1317810449 9781317810445
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October 6, 2021 | Created by ImportBot | Imported from Better World Books record |