Improving the Performance of Sponsorship

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2013-01-01
  • Publisher: Routledge

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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
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.

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