Amazon cover image
Image from Amazon.com
Image from Google Jackets

Sponsorship in marketing : effective partnerships in sports, arts and events / T. Bettina Cornwell.

By: Material type: TextLanguage: English Publication details: London ; New York : Routledge, Taylor et Francis Group, 2020.Edition: 2nd EditionDescription: xiii, 260 p. : illISBN:
  • 9780367343439
  • 9780367343446
Subject(s): DDC classification:
  • 659.285 23 COR
Contents:
Background basics. How we got here ; The sponsoring process ; Becoming partners ; Sponsorship audiences, strategies and objectives Sponsorship essentials. How sponsorship works ; Leveraging and activation ; Portfolios and rosters ; Measuring sponsorship outcomes ; Evaluating sponsorships ; Ambushing ; Relationships : beginning, managing and editing Advanced and specialized topics. Memory in sponsorship ; Internal audiences for sponsorships ; Public policy and social responsibility in sponsorship
Summary: "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"--
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
General Books CUTN Central Library Medicine, Technology & Management Non-fiction 659.285 COR (Browse shelf(Opens below)) Available 54725

Revised edition of the author's Sponsorship in marketing, 2014.

Includes bibliographical references and index.

Background basics. How we got here ; The sponsoring process ; Becoming partners ; Sponsorship audiences, strategies and objectives
Sponsorship essentials. How sponsorship works ; Leveraging and activation ; Portfolios and rosters ; Measuring sponsorship outcomes ; Evaluating sponsorships ; Ambushing ; Relationships : beginning, managing and editing
Advanced and specialized topics. Memory in sponsorship ; Internal audiences for sponsorships ; Public policy and social responsibility in sponsorship

"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"--

There are no comments on this title.

to post a comment.