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03717aam a2200481 i 4500 001 A802D950F2F211E49475ABD7DAD10320 003 SILO 005 20150505014724 008 140515s2014 enka b 001 0 eng 010 $a 2014001747 020 $a 0415739802 (pbk) 020 $a 9780415739801 (pbk) 020 $a 0415739799 (hardback) 020 $a 9780415739795 (hardback) 035 $a (OCoLC)866922786 040 $a DLC $b eng $e rda $c DLC $d YDX $d YDXCP $d BTCTA $d UKMGB $d BDX $d OCLCF $d CHVBK $d SILO 042 $a pcc 050 00 $a HD59.35 $b .C67 2014 082 00 $a 659.2/85 $2 23 084 $a SPO068000 $a SPO000000 $a SPO068000 $2 bisacsh 100 1 $a Cornwell, T. Bettina. 245 10 $a Sponsorship in marketing : $b effective communication through sports, arts and events / $c T. Bettina Cornwell. 264 1 $a Abingdon, Oxon ; $b Routledge, $c 2014. 300 $a xiv, 166 pages : $b illustrations ; $c 24 cm 504 $a Includes bibliographical references and index. 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. 505 0 $a 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. 650 0 $a Corporate sponsorship. 650 0 $a Special events $x Marketing. 650 0 $a Sports sponsorship. 650 0 $a Performing arts sponsorship. 650 7 $a BUSINESS & ECONOMICS / Marketing / General. $2 bisacsh 650 7 $a SPORTS & RECREATION / General. $2 bisacsh 650 7 $a SPORTS & RECREATION / Business Aspects. $2 bisacsh 650 7 $a Corporate sponsorship. $2 fast $0 (OCoLC)fst00879716 650 7 $a Performing arts sponsorship. $2 fast $0 (OCoLC)fst01057961 650 7 $a Special events $x Marketing. $2 fast $0 (OCoLC)fst01128925 650 7 $a Sports sponsorship. $2 fast $0 (OCoLC)fst01130760 650 7 $a Marketing. $0 (DE-588)4037589-4 $2 gnd 650 7 $a Sponsoring. $0 (DE-588)4207431-9 $2 gnd 941 $a 1 952 $l OVUX522 $d 20191213012636.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=A802D950F2F211E49475ABD7DAD10320Initiate Another SILO Locator Search