Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
T. Bettina Cornwell

Informasi Umum

Kode

20.21.1469

Klasifikasi

352.78 - Sponsorship of volunteers and public service activities

Jenis

Buku - Elektronik (E-Book)

Subjek

Sponsorship-marketing

No. Rak

Tel-U Gedung Manterawu Lantai 5 : Rak 9b
Tel-U Purwokerto : Rak 5

Dilihat

145 kali

Informasi Lainnya

Abstraksi

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.

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Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	T. Bettina Cornwell
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Routledge
Kota	New York
Tahun	2020

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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