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Sponsorship in Marketing, Cornwell, T. Bettina



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Автор: Cornwell, T. Bettina
Название:  Sponsorship in Marketing
ISBN: 9780367343439
Издательство: Taylor&Francis
Классификация:
ISBN-10: 0367343436
Обложка/Формат: Hardcover
Страницы: 266
Вес: 0.667 кг.
Дата издания: 27.03.2020
Язык: English
Издание: 2 new edition
Иллюстрации: 19 line drawings, black and white; 5 tables, black and white; 19 illustrations, black and white
Размер: 160 x 242 x 19
Читательская аудитория: Postgraduate, research & scholarly
Основная тема: Sports Marketing
Подзаголовок: Effective Partnerships in Sports, Arts and Events
Ссылка на Издательство: Link
Рейтинг:
Поставляется из: Англии



      Старое издание
Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events

Автор: Cornwell T. Bettina
Название: Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events
ISBN: 0415739799 ISBN-13(EAN): 9780415739795
Издательство: Taylor&Francis
Цена: 15125 р.
Наличие на складе: Невозможна поставка.
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.


Автор: Cornwell, T. Bettina
Название: Sponsorship in Marketing
ISBN: 0367343444 ISBN-13(EAN): 9780367343446
Издательство: Taylor&Francis
Рейтинг:
Цена: 5086 р.
Наличие на складе: Поставка 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.

Improving the Performance of Sponsorship

Автор: Kolah Ardi
Название: Improving the Performance of Sponsorship
ISBN: 0415637899 ISBN-13(EAN): 9780415637893
Издательство: Taylor&Francis
Рейтинг:
Цена: 7424 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.

Event Sponsorship

Автор: Mcdonnell
Название: Event Sponsorship
ISBN: 0415533880 ISBN-13(EAN): 9780415533881
Издательство: Taylor&Francis
Рейтинг:
Цена: 7836 р.
Наличие на складе: 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.

Sponsorship in Marketing

Автор: Cornwell T Bettina
Название: Sponsorship in Marketing
ISBN: 0415739802 ISBN-13(EAN): 9780415739801
Издательство: Taylor&Francis
Рейтинг:
Цена: 4536 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.

Sponsorship On Marketing Communication Process

Автор: Seymur M. Guliyev
Название: Sponsorship On Marketing Communication Process
ISBN: 3659566012 ISBN-13(EAN): 9783659566011
Издательство: LAP LAMBERT Academic Publishing
Рейтинг:
Цена: 5638 р.
Наличие на складе: Нет в наличии.

Описание: Sponsorship is one of the elements of marketing communications tools within broader context of the marketing mix. The use of sponsorship by companies or organizations is increasing in contemporary world. Sponsorship must not be confused with corporate giving, such as endorsement and patronage, charity activities, where the aims are philanthropic with the expected returns to be to society and not to the company itself. The aim of this thesis is therefore to provide a better understanding of sponsorship and its application as a marketing communication tool in Azerbaijan based company named The State Oil Company of Azerbaijan Republic, shortly SOCAR. So as to reach this aim, research questions focus on the objective, evaluation of effectiveness and selection process of educational sponsorship. Based on the research questions, a literature review was conducted. Author used a qualitative research with a case study. The interviews and documentations were used as primary and secondary data.

Improving the Performance of Sponsorship

Автор: Kolah
Название: Improving the Performance of Sponsorship
ISBN: 0415637880 ISBN-13(EAN): 9780415637886
Издательство: Taylor&Francis
Рейтинг:
Цена: 20625 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.

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Автор: Christian Lucas
Название: Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
ISBN: 3658076836 ISBN-13(EAN): 9783658076832
Издательство: Springer
Рейтинг:
Цена: 6476 р.
Наличие на складе: Поставка под заказ.

Описание: Christian Lucas investigates the effectiveness of sports sponsorships. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions.

Investigating Sport, Fan and Event Involvement in Sponsorship Research

Автор: Joseph Makisi
Название: Investigating Sport, Fan and Event Involvement in Sponsorship Research
ISBN: 3845418249 ISBN-13(EAN): 9783845418247
Издательство: LAP LAMBERT Academic Publishing
Рейтинг:
Цена: 7695 р.
Наличие на складе: Нет в наличии.

Описание: This dissertation contributes to the literature of sponsorship awareness and effectiveness by investigating the frequent yet loosely-defined term of involvement and empirically tests the existence and distinction of three types – sport involvement, fan involvement, and event involvement. Research in sponsorship awareness and effectiveness will benefit from this investigation as it will provide more clarity into the type of involvement that is being referred to when testing this variable and the effect this has on their ability to recall and/or recognise sponsorship. The author provides a review of the literature (as at 2005), the development of the theoretical framework to be tested, the methodology used to address the research problem, a discussion on the research findings, and recommendations for future research in this field.

Sports Sponsorship and Brand Development

Автор: M. Beck-Burridge; J. Walton
Название: Sports Sponsorship and Brand Development
ISBN: 0333925408 ISBN-13(EAN): 9780333925409
Издательство: Springer
Рейтинг:
Цена: 7506 р.
Наличие на складе: Поставка под заказ.

Описание: Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Growing Brands Through Sponsorship

Автор: Philip Gross
Название: Growing Brands Through Sponsorship
ISBN: 3658072490 ISBN-13(EAN): 9783658072490
Издательство: Springer
Рейтинг:
Цена: 8084 р.
Наличие на складе: Поставка под заказ.

Описание: ГЇВїВЅ Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Hence, pairing with a co-sponsor might fortify or dilute a sponsor brand`s image depending on the expediency of the image conveyed by that ally.

Sports Sponsorship: Principles and Practices

Автор: Fortunato John A.
Название: Sports Sponsorship: Principles and Practices
ISBN: 0786474319 ISBN-13(EAN): 9780786474318
Издательство: Eurospan
Рейтинг:
Цена: 6442 р.
Наличие на складе: 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.

Event Sponsorship

Автор: Bruce E. Skinner
Название: Event Sponsorship
ISBN: 0471126012 ISBN-13(EAN): 9780471126010
Издательство: Wiley
Рейтинг:
Цена: 25024 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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