國立虎尾科技大學 |

Sponsorship in marketing = effective communication through sports, arts, and events /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Sponsorship in marketing/ T. Bettina Cornwell.
其他題名:	effective communication through sports, arts, and events /
作者:	Cornwell, T. Bettina.,
出版者:	Abingdon, Oxon :Routledge, : 2014.,
面頁冊數:	1 online resource (xiv, 166 p.)
標題:	Corporate sponsorshipages -
電子資源:	https://www.taylorfrancis.com/books/9781317810445
ISBN:	9781317810445 (e-book)

Sponsorship in marketing = effective communication through sports, arts, and events /
Cornwell, T. Bettina.,

Sponsorship in marketingeffective communication through sports, arts, and events /[electronic resource] :T. Bettina Cornwell. - Abingdon, Oxon :Routledge,2014. - 1 online resource (xiv, 166 p.)

Includes bibliographical references and index.

1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages

"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"--

ISBN: 9781317810445 (e-book)Subjects--Topical Terms:

1156478
Corporate sponsorshipages

LC Class. No.: HD59.35 / .C67 2014

Dewey Class. No.: 659.285 / C821

Sponsorship in marketing = effective communication through sports, arts, and events /
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100 1 $a Cornwell, T. Bettina., $e author. $3 1156477
245 1 0 $a Sponsorship in marketing $h [electronic resource] : $b effective communication through sports, arts, and events / $c T. Bettina Cornwell.
260 $a Abingdon, Oxon : $b Routledge, $c 2014.
300 $a 1 online resource (xiv, 166 p.)
504 $a Includes bibliographical references and index.
505 0 $a 1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages
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 sponsorshipages $3 1156478
650 0 $a Performing arts sponsorshipages $3 1156479
650 0 $a Special events $x Marketing. $3 568807
650 0 $a Sports sponsorshipages $3 1156480
856 4 0 $u https://www.taylorfrancis.com/books/9781317810445