Sponsorship in marketing : effective partnerships in sports, arts and events
Author(s)
Bibliographic Information
Sponsorship in marketing : effective partnerships in sports, arts and events
Routledge, 2020
2nd ed
- : hbk
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
"First edition published by Routledge 2014"--T.p. verso
Includes bibliographical references and index
Description and Table of Contents
Description
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing 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, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including:
understanding the technology-led transformation of sponsoring
learning about audiences, strategies and objectives
leveraging and activation in traditional and social media
building sponsorship portfolios and rosters
managing and ending relationships
understanding public policy and legal issues
Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. 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.
Table of Contents
Part I: Background Basics, 1. How We Got Here, 2. The Sponsoring Process, 3. Becoming Partners, 4. Sponsorship Audiences, Strategies, and Objectives, Part II: Sponsorship Essentials, 5. How Sponsorship Works, 6. Leveraging and Activation, 7. Portfolios and Rosters, 8. Measuring Sponsorship Outcomes, 9. Evaluating Sponsorships, 10. Ambushing, 11. Relationships- Beginning, Managing and Ending, Part III: Advanced and Specialized Topics, 12. Memory in Sponsorship, 13. Internal Audiences for Sponsorship, 14. Public Policy and Social Responsibility in Sponsorship
by "Nielsen BookData"