Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events

ISBN-13: 9780367343446 / Angielski / Miękka / 2020 / 274 str.

T. Bettina Cornwell

Opis

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.

Spis treści

Part I: Background Basics,  1. How We Got Here,  2. The Sponsoring Process,  3. Becoming Partners,  4. Sponsorship Audiences, Strategies, and Objectives,  Part II: Sponsorship Essentials,  5. How Sponsorship Works,  6. Leveraging and Activation,  7. Portfolios and Rosters,  8. Measuring Sponsorship Outcomes,  9. Evaluating Sponsorships,  10. Ambushing,  11. Relationships- Beginning, Managing and Ending,  Part III: Advanced and Specialized Topics,  12. Memory in Sponsorship,  13. Internal Audiences for Sponsorship,  14. Public Policy and Social Responsibility in Sponsorship

O autorze

T. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business, Head of the Department of Marketing and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award from the American Marketing Association and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.