9780750655378

Improving the Performance of Sponsorship

by
  • ISBN13:

    9780750655378

  • ISBN10:

    0750655372

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 1/1/2013
  • Publisher: Routledge
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $50.00 Save up to $1.50
  • Buy New
    $48.50

    USUALLY SHIPS IN 3-5 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

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
Event sponsorship
Educational sponsorship
Community sponsorship
Cause-related branding and sponsorship
Ambush and vigilante marketing
Internal communication
Legal and accounting principles in sponsorship
Table of Contents provided by Publisher. All Rights Reserved.

Rewards Program

Write a Review