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Sponsorship = for a return on investment /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Sponsorship/ Guy Masterman.
Reminder of title:	for a return on investment /
Author:	Masterman, Guy.
Published:	Amsterdam ;Butterworth-Heinemann, : 2007.,
Description:	1 online resource (xii, 267 p.) :ill., port. :
Subject:	Sports sponsorship. -
Online resource:	http://www.sciencedirect.com/science/book/9780750686402
ISBN:	9780750686402

Sponsorship = for a return on investment /
Masterman, Guy.

Sponsorshipfor a return on investment /[electronic resource] :Guy Masterman. - Amsterdam ;Butterworth-Heinemann,2007. - 1 online resource (xii, 267 p.) :ill., port.

Includes bibliographical references and index.

The Emergence of Sponsorship -- Sponsorship Defined -- Sponsorship: An integrated communications tool -- Sponsorship Rights -- Endorsement -- The Media and Sponsorship -- Recruiting Sponsors and Developing Sponsorship Programmes -- Selling Sponsorship -- Strategic Management and Integration -- Rights Exploitation -- Evaluation -- Sponsorship Aware!

Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: * For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. * For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. * The first text to cover in-depth, sponsorship in the sports and leisure industries. * Builds a conceptual framework for the development, planning, implementation and evaluation of sponsorship strategies for both sponsors and rights owners in the sports and leisure industries. * Essential reading for both students and practitioners across the sports and leisure sectors, who need to realise the potential of sponsorship as a critical marketing communications tool.

ISBN: 9780750686402

Source: 149091:149243Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

813123
Sports sponsorship.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: GV716 / .M378 2007

Dewey Class. No.: 796/.0691

Sponsorship = for a return on investment /
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020 $a 9780750686402
020 $a 0750686405
035 $a (OCoLC)474963349
035 $a ocn474963349
037 $a 149091:149243 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS $d OCLCQ
049 $a TEFA
050 4 $a GV716 $b .M378 2007
082 0 4 $a 796/.0691 $2 22
100 1 $a Masterman, Guy. $3 812079
245 1 0 $a Sponsorship $h [electronic resource] : $b for a return on investment / $c Guy Masterman.
260 $a Amsterdam ; $a London : $b Butterworth-Heinemann, $c 2007.
300 $a 1 online resource (xii, 267 p.) : $b ill., port.
504 $a Includes bibliographical references and index.
505 0 $a The Emergence of Sponsorship -- Sponsorship Defined -- Sponsorship: An integrated communications tool -- Sponsorship Rights -- Endorsement -- The Media and Sponsorship -- Recruiting Sponsors and Developing Sponsorship Programmes -- Selling Sponsorship -- Strategic Management and Integration -- Rights Exploitation -- Evaluation -- Sponsorship Aware!
520 $a Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: * For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. * For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. * The first text to cover in-depth, sponsorship in the sports and leisure industries. * Builds a conceptual framework for the development, planning, implementation and evaluation of sponsorship strategies for both sponsors and rights owners in the sports and leisure industries. * Essential reading for both students and practitioners across the sports and leisure sectors, who need to realise the potential of sponsorship as a critical marketing communications tool.
588 $a Description based on print version record.
650 0 $a Sports sponsorship. $3 813123
650 0 $a Sports $x Finance. $3 633139
650 0 $a Portfolio management. $3 557690
655 4 $a Electronic books. $2 local $3 554714
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750686402
994 $a C0 $b TEF