Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events

T. Bettina Corrwell

Informasi Umum

Kode

20.21.1437

Klasifikasi

658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy

Jenis

Buku - Elektronik (E-Book)

Subjek

Sponsorship-marketing, Partnerships, Event-marketing,

No. Rak

Dilihat

304 kali

Informasi Lainnya

Abstraksi

This book on sponsorship focuses both on the “how to do it” and on the “why it works.” It summarizes recent research on sponsorship-linked marketing, providing direction and examples, along with the underlying theories and supporting research. There are also sections addressed here, that are not addressed in current research. My goal is to explain the inner workings of sponsorship to enable sponsors and sponsees to gain the most beneft from this marketing communication and engagement platform.

The book is organized for possible use in courses or seminars but is also intended for the business community. Those really new to the topics would want to read the basics (Part I), while those with more experience in the area could skip to the essentials (Part II) and move quickly to the advanced topics (Part III).

The book uses the “royal we” at times to denote many other researchers and commentators and myself. In writing this book, I developed a greater appreciation for the preface as part apologia.