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Sponsorship in Marketing: Effective Partnership, Cornwell..

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Last updated on 17 Apr, 2025 01:01:57 BSTView all revisionsView all revisions

Item specifics

Condition
New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the ...
PublishedOn
2020-03-18
Title
Sponsorship in Marketing: Effective Partnerships in Sports, Arts
Artist
Not Specified
ISBN
9780367343439
Publication Year
2020
Type
Textbook
Format
Hardcover
Language
English
Publication Name
Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
Item Height
234 mm
Author
T. Bettina Cornwell
Publisher
Taylor & Francis LTD
Subject
Marketing
Item Weight
535 g
Item Width
156 mm
Number of Pages
274 Pages

About this product

Product Information

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 learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding 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.

Product Identifiers

Publisher
Taylor & Francis LTD
ISBN-13
9780367343439
eBay Product ID (ePID)
6046542742

Product Key Features

Number of Pages
274 Pages
Publication Name
Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
Language
English
Subject
Marketing
Publication Year
2020
Type
Textbook
Author
T. Bettina Cornwell
Format
Hardcover

Dimensions

Item Height
234 mm
Item Weight
535 g
Item Width
156 mm

Additional Product Features

Country/Region of Manufacture
United Kingdom
Title_Author
T. Bettina Cornwell

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