大葉大學圖書館 |

Sponsor- and country-related predictors of sponsorship effectiveness[electronic resource] :sponsorship in a national and international environment /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	659.285
書名/作者:	Sponsor- and country-related predictors of sponsorship effectiveness : sponsorship in a national and international environment // by Christian Lucas.
作者:	Lucas, Christian.
出版者:	Wiesbaden : : Springer Fachmedien Wiesbaden :, 2015.
面頁冊數:	xix, 185 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Corporate sponsorship.
標題:	Economics/Management Science.
標題:	Marketing.
標題:	Management/Business for Professionals.
標題:	International Economics.
ISBN:	9783658076849 (electronic bk.)
ISBN:	9783658076832 (paper)
內容註:	Comprehensive literature review on sponsorship effectiveness -- Effectiveness of leverage and activation instruments in sponsorship -- Country-specific differences in sponsorship effectiveness -- Managerial implications of the research findings.
摘要、提要註:	Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. 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. The second study examines international differences in sponsorship effectiveness of Formula One sponsors. Contents Comprehensive literature review on sponsorship effectiveness Effectiveness of leverage and activation instruments in sponsorship Country-specific differences in sponsorship effectiveness Managerial implications of the research findings Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gau Faculty of the Technische Universiat Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschlager. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.
電子資源:	http://dx.doi.org/10.1007/978-3-658-07684-9

Sponsor- and country-related predictors of sponsorship effectiveness[electronic resource] :sponsorship in a national and international environment /
Lucas, Christian.

Sponsor- and country-related predictors of sponsorship effectivenesssponsorship in a national and international environment /[electronic resource] :by Christian Lucas. - Wiesbaden :Springer Fachmedien Wiesbaden :2015. - xix, 185 p. :ill., digital ;24 cm. - Applied marketing science / Angewandte marketingforschung. - Applied marketing science..

Comprehensive literature review on sponsorship effectiveness -- Effectiveness of leverage and activation instruments in sponsorship -- Country-specific differences in sponsorship effectiveness -- Managerial implications of the research findings.

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. 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. The second study examines international differences in sponsorship effectiveness of Formula One sponsors. Contents Comprehensive literature review on sponsorship effectiveness Effectiveness of leverage and activation instruments in sponsorship Country-specific differences in sponsorship effectiveness Managerial implications of the research findings Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gau Faculty of the Technische Universiat Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschlager. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

ISBN: 9783658076849 (electronic bk.)

Standard No.: 10.1007/978-3-658-07684-9doiSubjects--Topical Terms:

339033
Corporate sponsorship.

LC Class. No.: HD59.35

Dewey Class. No.: 659.285

Sponsor- and country-related predictors of sponsorship effectiveness[electronic resource] :sponsorship in a national and international environment /
LDR:02874nam a2200337 a 4500 001 424874
003 DE-He213
005 20150610170246.0
006 m d
007 cr nn 008maaau
008 151119s2015 gw s 0 eng d
020 $a 9783658076849 (electronic bk.)
020 $a 9783658076832 (paper)
024 7 $a 10.1007/978-3-658-07684-9 $2 doi
035 $a 978-3-658-07684-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HD59.35
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 659.285 $2 23
090 $a HD59.35 $b .L933 2015
100 1 $a Lucas, Christian. $3 603152
245 1 0 $a Sponsor- and country-related predictors of sponsorship effectiveness $h [electronic resource] : $b sponsorship in a national and international environment / $c by Christian Lucas.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2015.
300 $a xix, 185 p. : $b ill., digital ; $c 24 cm.
490 1 $a Applied marketing science / Angewandte marketingforschung
505 0 $a Comprehensive literature review on sponsorship effectiveness -- Effectiveness of leverage and activation instruments in sponsorship -- Country-specific differences in sponsorship effectiveness -- Managerial implications of the research findings.
520 $a Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. 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. The second study examines international differences in sponsorship effectiveness of Formula One sponsors. Contents Comprehensive literature review on sponsorship effectiveness Effectiveness of leverage and activation instruments in sponsorship Country-specific differences in sponsorship effectiveness Managerial implications of the research findings Target Groups Researchers and students of Marketing, Sports, Event, & Brand Management Specialists in Sponsorship, Sports, & Event Management The Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gau Faculty of the Technische Universiat Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschlager. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.
650 0 $a Corporate sponsorship. $3 339033
650 1 4 $a Economics/Management Science. $3 463465
650 2 4 $a Marketing. $3 173043
650 2 4 $a Management/Business for Professionals. $3 463950
650 2 4 $a International Economics. $3 463712
710 2 $a SpringerLink (Online service) $3 463450
773 0 $t Springer eBooks
830 0 $a Applied marketing science. $3 603153
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-07684-9
950 $a Business and Economics (Springer-11643)