MARC Record from marc_columbia

LEADER: 03857cam a2200541 i 4500
001 10994597
005 20141222125155.0
008 140515s2014 enka b 001 0 eng
010 $a 2014001747
019 $a866922785
020 $a9780415739795 (hardback)
020 $a0415739799 (hardback)
020 $a9780415739801 (pbk)
020 $a0415739802 (pbk)
020 $z9781315816371 (ebk)
024 $a99960375704
035 $a(OCoLC)866922786$z(OCoLC)866922785
035 $a(OCoLC)ocn866922786
035 $a(NNC)10994597
040 $aDLC$beng$erda$cDLC$dYDX$dYDXCP$dBTCTA$dUKMGB$dBDX$dOCLCF$dCHVBK
042 $apcc
050 00 $aHD59.35$b.C67 2014
082 00 $a659.2/85$223
084 $aBUS043000$aSPO000000$aSPO068000$2bisacsh
100 1 $aCornwell, T. Bettina.
245 10 $aSponsorship in marketing :$beffective communication through sports, arts and events /$cT. Bettina Cornwell.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge,$c2014.
300 $axiv, 166 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
520 $a"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectivesleveraging and activationbuilding sponsorship portfoliosmeasurement and evaluationambush marketingmanaging relationshipsinternal audiencespublic policy and legal issuesEvery chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management"--$cProvided by publisher.
505 0 $aHow 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 $aCorporate sponsorship.
650 0 $aSpecial events$xMarketing.
650 0 $aSports sponsorship.
650 0 $aPerforming arts sponsorship.
650 7 $aBUSINESS & ECONOMICS / Marketing / General.$2bisacsh
650 7 $aSPORTS & RECREATION / General.$2bisacsh
650 7 $aSPORTS & RECREATION / Business Aspects.$2bisacsh
650 7 $aCorporate sponsorship.$2fast$0(OCoLC)fst00879716
650 7 $aPerforming arts sponsorship.$2fast$0(OCoLC)fst01057961
650 7 $aSpecial events$xMarketing.$2fast$0(OCoLC)fst01128925
650 7 $aSports sponsorship.$2fast$0(OCoLC)fst01130760
650 7 $aMarketing.$0(DE-588)4037589-4$2gnd
650 7 $aSponsoring.$0(DE-588)4207431-9$2gnd
852 00 $boff,bus$hHD59.35$i.C67 2014