Sponsorship in Marketing
Routledge (Verlag)
978-0-367-34344-6 (ISBN)
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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.
T. Bettina Cornwell is the Philip H. Knight Chair, Head of the Department of Marketing, and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. She is an academic expert in advertising and sports marketing and is recognized worldwide for her work on sponsorship-based partnerships in sports.
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
| Erscheinungsdatum | 18.03.2020 |
|---|---|
| Zusatzinfo | 5 Tables, black and white; 19 Line drawings, black and white; 19 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 520 g |
| Themenwelt | Sachbuch/Ratgeber ► Sport |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-367-34344-4 / 0367343444 |
| ISBN-13 | 978-0-367-34344-6 / 9780367343446 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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