Автор: Cornwell, T. Bettina Название: Sponsorship in Marketing ISBN: 0367343444 ISBN-13(EAN): 9780367343446 Издательство: Taylor&Francis Цена: 6714 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание: 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.
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: Fortunato John A. Название: Sports Sponsorship: Principles and Practices ISBN: 0786474319 ISBN-13(EAN): 9780786474318 Издательство: Eurospan Рейтинг: Цена: 8283 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is for example the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $48 billion, it is clear that many companies see this as an important promotional communication strategy.
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: Mcdonnell Название: Event Sponsorship ISBN: 0415533880 ISBN-13(EAN): 9780415533881 Издательство: Taylor&Francis Рейтинг: Цена: 10344 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.
The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e - marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process.
Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students' knowledge.
This is essential reading for all students studying Events Management.
Автор: Mcdonnell Название: Event Sponsorship ISBN: 0415533872 ISBN-13(EAN): 9780415533874 Издательство: Taylor&Francis Рейтинг: Цена: 27225 р. Наличие на складе: Невозможна поставка.
Описание:
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.
The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e - marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process.
Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students' knowledge.
This is essential reading for all students studying Events 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: Bruce E. Skinner Название: Event Sponsorship ISBN: 0471126012 ISBN-13(EAN): 9780471126010 Издательство: Wiley Рейтинг: Цена: 33031 р. Наличие на складе: Поставка под заказ.
Описание: Features methods for finding, securing, and retaining the best corporate sponsors. This guide to creating and closing deals with irresistible ROIs provides step by step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, arts and entertainment, and charity benefits.
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