大葉大學圖書館 |

Sponsorship in marketing[electronic resource] :effective communication through sports, arts, and events /

紀錄類型:	書目-電子資源 : Monograph/item
杜威分類號:	659.285
書名/作者:	Sponsorship in marketing : effective communication through sports, arts, and events // T. Bettina Cornwell.
作者:	Cornwell, T. Bettina.,
出版者:	Abingdon, Oxon : : Routledge,, 2014.
面頁冊數:	1 online resource (xiv, 166 p.)
標題:	Corporate sponsorshipages
標題:	Performing arts sponsorshipages
標題:	Special events - Marketing.
標題:	Sports sponsorshipages
ISBN:	9781317810445 (e-book)
ISBN:	9781315816371 (e-book : PDF)
ISBN:	9781317810421 (e-book: Mobi)
ISBN:	9781317810438 (e-book: ePub)
ISBN:	9780415739795 (hardback)
ISBN:	9780415739801 (paperback)
書目註:	Includes bibliographical references and index.
內容註:	1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages
摘要、提要註:	"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"--
電子資源:	https://www.taylorfrancis.com/books/9781317810445

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

Sponsorship in marketingeffective communication through sports, arts, and events /[electronic resource] :T. Bettina Cornwell. - Abingdon, Oxon :Routledge,2014. - 1 online resource (xiv, 166 p.)

Includes bibliographical references and index.

1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages

"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"--

ISBN: 9781317810445 (e-book)Subjects--Topical Terms:

733689
Corporate sponsorshipages

LC Class. No.: HD59.35 / .C67 2014

Dewey Class. No.: 659.285 / C821

Sponsorship in marketing[electronic resource] :effective communication through sports, arts, and events /
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020 $a 9781317810445 (e-book)
020 $a 9781315816371 (e-book : PDF)
020 $a 9781317810421 (e-book: Mobi)
020 $a 9781317810438 (e-book: ePub)
020 $a 9780415739795 (hardback)
020 $a 9780415739801 (paperback)
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035 $a 1071025583
040 $a FlBoTFG $c FlBoTFG
050 4 $a HD59.35 $b .C67 2014
082 0 4 $a 659.285 $b C821
100 1 $a Cornwell, T. Bettina., $e author. $3 733688
245 1 0 $a Sponsorship in marketing $h [electronic resource] : $b effective communication through sports, arts, and events / $c T. Bettina Cornwell.
260 $a Abingdon, Oxon : $b Routledge, $c 2014.
300 $a 1 online resource (xiv, 166 p.)
504 $a Includes bibliographical references and index.
505 0 $a 1. How we got here -- 2. Views of sponsorship -- 3. Sponsorship audiences, strategies, and objectives -- 4. How sponsorship works -- 5. Leveraging and activation -- 6. Establishing sponsorship portfolios -- 7. Measuring sponsorship outcomes -- 8. Evaluating sponsorships -- 9. Ambushing and legal issues -- 10. Relationships : beginning, managing, and ending -- 11. Memory for sponsorship relationships -- 12. Internal audiences for sponsorship -- 13. Public policy and social responsibility in sponsorshipages
520 $a "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"-- $c Provided by publisher.
650 0 $a Corporate sponsorshipages $3 733689
650 0 $a Performing arts sponsorshipages $3 733690
650 0 $a Special events $x Marketing. $3 366996
650 0 $a Sports sponsorshipages $3 733691
856 4 0 $u https://www.taylorfrancis.com/books/9781317810445