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Improving the Performance of Sponsorshiplt;/b> aims to provide a complete overview of the general principles of sponsorship to senior managers and marketers. It is also be one of the first viable upper level specialist texts for the teaching of sponsorship. * Practical examples of how brand owners use sponsorship drawn from research in Europe, USA and Autralia and the UK. * International perspective throughout on what is a global activity. * Marketing 'aware' in shoiwing how sponsorship fits with the marketing mix and branding strategies Coverage of all the key business, contractual and legal issues involved.
Table of Contents
|Dynamics between sponsor and sponsor seeker|
|Anatomy of sponsorship strategy|
|Measurement theory and practice|
|Exploitation and promotion|
|New media sponsorship|
|Cause-related branding and sponsorship|
|Ambush and vigilante marketing|
|Legal and accounting principles in sponsorship|
|Table of Contents provided by Publisher. All Rights Reserved.|