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.
Автор: Patricia Martin Название: Made Possible By: Succeeding with Sponsorship ISBN: 0787965022 ISBN-13(EAN): 9780787965020 Издательство: Wiley Рейтинг: Цена: 5988 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Made Possible By is a step-by-step guide to securing successful, sustainable corporate sponsorships that will provide financial stability, increased visibility, and help your nonprofit achieve its mission. Sponsorship expert Patricia Martin walks you through every phase of the process and shows how to assess what it will take to get your organization prepared for success. Made Possible By gives you the information and tools you need to Get organizational buy-in Approach potential partners Prepare a winning proposal Negotiate contracts Report results Build long-term equity Evaluate the success of the relationship
Автор: Kolah Ardi Название: Improving the Performance of Sponsorship ISBN: 0415637899 ISBN-13(EAN): 9780415637893 Издательство: Taylor&Francis Рейтинг: Цена: 9799 р. Наличие на складе: Поставка под заказ.
Описание: Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.
Автор: Cornwell T Bettina Название: Sponsorship in Marketing ISBN: 0415739802 ISBN-13(EAN): 9780415739801 Издательство: Taylor&Francis Рейтинг: Цена: 5988 р. Наличие на складе: Поставка под заказ.
Описание:
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.
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
