Sponsorship in Marketing

Effective Communication through Sports, Arts and Events
1. Auflage 2014
ISBN: 978-0-415-73979-5
Verlag: Taylor & Francis Ltd

Buch, Englisch, 180 Seiten, Format (B × H): 159 mm x 238 mm, Gewicht: 393 g

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 objectives

leveraging and activation

building sponsorship portfolios

measurement and evaluation

ambush marketing

managing relationships

internal audiences

public policy and legal issues

Every 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.

Autoren/Hrsg.

Cornwell, T. Bettina

Inhaltsverzeichnis

Chapter 1. How We Got Here Chapter 2. Views of Sponsorship Chapter 3. Sponsorship Audiences Strategy and Objectives Chapter 4. How Sponsorship Works Chapter 5. Leveraging and Activation Chapter 6. Establishing Sponsorship Portfolios Chapter 7. Measuring Sponsorship Outcomes Chapter 8. Evaluating Sponsorships Chapter 9. Ambushing and Legal Issues Chapter 10. Relationships Beginning Managing Ending Chapter 11. Memory for Sponsorship Relationships Chapter 12. Internal Audiences for Sponsorship Chapter 13. Public Policy and Social Responsibility

Über Autor(innen)

T. Bettina Cornwell is the Edwin E. and June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon. Prior to joining the University of Oregon, she was Professor of Marketing and Sport Management at the University of Michigan. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.