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 sponsorcan 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 sponsoringlearning about audiences, strategies and objectivesleveraging and activation in traditional and social mediabuilding sponsorship portfolios and rostersmanaging and ending relationshipsunderstanding 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.
✔ Author(s): T. Bettina Cornwell
✔ Title: Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events
✔ Rating : 4.5 out of 5 base on (13 reviews)
✔ ISBN-10: 0367343444
✔ ISBN-13: 9780367343446
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about Sponsorship in Marketing by T. Bettina Cornwell
Josephine Alvarez
The author's writing style is so captivating; I couldn't put the book down. Every sentence was beautifully crafted, and the descriptions painted vivid images in my mind. A true literary gem.
Polly Hurlbutt
The world created in this book was unlike anything I've ever encountered. The author's imagination knows no bounds, and I was completely mesmerized by the fantastical setting.
Rosa Bax
This book is a treasure trove of knowledge and wisdom. The insights offered by the characters and their experiences have left a lasting impression on me.
