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Sponsorship in marketing : effective communication through sports, arts and events

Sponsorship in marketing : effective communication through sports, arts and events (2회 대출)

자료유형
단행본
개인저자
Cornwell, T. Bettina.
서명 / 저자사항
Sponsorship in marketing : effective communication through sports, arts and events / T. Bettina Cornwell.
발행사항
Abingdon, Oxon ;   New York, NY :   Routledge,   2014.  
형태사항
xiv, 166 p. : ill. ; 24 cm.
ISBN
9780415739795 (hardback) 9780415739801 (pbk) 9781315816371 (ebk)
요약
"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"--
내용주기
How We Got Here -- Views of Sponsorship -- Sponsorship Audiences Strategy and Objectives -- How Sponsorship Works -- Leveraging and Activation -- Establishing Sponsorship Portfolios -- Measuring Sponsorship Outcomes -- Evaluating Sponsorships -- Ambushing and Legal Issues -- Relationships Beginning Managing Ending -- Memory for Sponsorship Relationships -- Internal Audiences for Sponsorship -- Public Policy and Social Responsibility.
서지주기
Includes bibliographical references and index.
일반주제명
Corporate sponsorship. Special events --Marketing. Sports sponsorship. Performing arts sponsorship.
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008 190619s2014 enka b 001 0 eng d
010 ▼a 2014001747
020 ▼a 9780415739795 (hardback)
020 ▼a 9780415739801 (pbk)
020 ▼a 9781315816371 (ebk)
035 ▼a (KERIS)REF000017434600
040 ▼a DLC ▼b eng ▼c DLC ▼e rda ▼d 211009
050 0 0 ▼a HD59.35 ▼b .C67 2014
082 0 0 ▼a 659.2/85 ▼2 23
084 ▼a 659.285 ▼2 DDCK
090 ▼a 659.285 ▼b C821s
100 1 ▼a Cornwell, T. Bettina.
245 1 0 ▼a Sponsorship in marketing : ▼b effective communication through sports, arts and events / ▼c T. Bettina Cornwell.
260 ▼a Abingdon, Oxon ; ▼a New York, NY : ▼b Routledge, ▼c 2014.
300 ▼a xiv, 166 p. : ▼b ill. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
505 0 ▼a How We Got Here -- Views of Sponsorship -- Sponsorship Audiences Strategy and Objectives -- How Sponsorship Works -- Leveraging and Activation -- Establishing Sponsorship Portfolios -- Measuring Sponsorship Outcomes -- Evaluating Sponsorships -- Ambushing and Legal Issues -- Relationships Beginning Managing Ending -- Memory for Sponsorship Relationships -- Internal Audiences for Sponsorship -- Public Policy and Social Responsibility.
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 sponsorship.
650 0 ▼a Special events ▼x Marketing.
650 0 ▼a Sports sponsorship.
650 0 ▼a Performing arts sponsorship.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고7층/ 청구기호 659.285 C821s 등록번호 111811252 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

How We Got Here
Views of Sponsorship
Sponsorship Audiences Strategy and Objectives
How Sponsorship Works
Leveraging and Activation
Establishing Sponsorship Portfolios
Measuring Sponsorship Outcomes
Evaluating Sponsorships
Ambushing and Legal Issues
Relationships Beginning Managing Ending
Memory for Sponsorship Relationships
Internal Audiences for Sponsorship
Public Policy and Social Responsibility.

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