Research Catalog

Title

Sponsorship in marketing : effective communication through sports, arts and events / T. Bettina Cornwell.

Author

Cornwell, T. Bettina.

Publication

Abingdon, Oxon ; New York, NY : Routledge, 2014.

Items in the Library & Off-site

Holdings

Details

Description

xiv, 166 pages : illustrations; 24 cm

Summary

"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 objectivesleveraging and activationbuilding sponsorship portfoliosmeasurement and evaluationambush marketingmanaging relationshipsinternal audiencespublic policy and legal issuesEvery 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"--

Subject

• Corporate sponsorship
• Special events > Marketing
• Sports sponsorship
• Performing arts sponsorship
• BUSINESS & ECONOMICS / Marketing / General
• SPORTS & RECREATION / General
• SPORTS & RECREATION / Business Aspects
• Marketing
• Sponsoring

Bibliography (note)

• Includes bibliographical references and index.

Contents

How We Got Here -- Views of Sponsorship -- Sponsorship Audiences Strategy and Objectives -- How Sponsorship Works -- Leveraging and Activation -- Establishing Sponsorship Portfolios -- Measuring Sponsorship Outcomes -- Evaluating Sponsorships -- Ambushing and Legal Issues -- Relationships Beginning Managing Ending -- Memory for Sponsorship Relationships -- Internal Audiences for Sponsorship -- Public Policy and Social Responsibility.

ISBN

• 9780415739795 (hardback)
• 0415739799 (hardback)
• 9780415739801 (pbk)
• 0415739802 (pbk)
• 9781315816371 (ebk) (canceled/invalid)

LCCN

• 2014001747
• 99960375704

OCLC

• 866922786
• ocn866922786
• SCSB-9402145

Owning Institutions

Columbia University Libraries