MARC Record from marc_columbia

LEADER: 05061cam a2200697 i 4500
001 14907588
005 20220604234752.0
006 m o d
007 cr cnu---unuuu
008 200321s2020 enk ob 001 0 eng d
035 $a(OCoLC)on1145295730
035 $a(NNC)14907588
040 $aYDX$beng$erda$epn$cYDX$dTYFRS$dYDXIT$dUKAHL$dOCLCF$dSFB$dRDF$dN$T$dOCLCQ$dOCLCO
019 $a1145783341$a1147796452$a1260359529$a1291020315
020 $a9781000036800$q(electronic bk.)
020 $a9780429325106$q(ebook)
020 $a042932510X$q(ebook)
020 $a9781000036862$q(ePub ebook)
020 $a1000036863$q(ePub ebook)
020 $a1000036804$q(PDF ebook)
020 $a9781000036831$q(Mobipocket ebook)
020 $a1000036839$q(Mobipocket ebook)
020 $z9780367343439$q(hardback)
020 $z0367343436$q(hardback)
020 $z9780367343446$q(paperback)
020 $z0367343444$q(paperback)
035 $a(OCoLC)1145295730$z(OCoLC)1145783341$z(OCoLC)1147796452$z(OCoLC)1260359529$z(OCoLC)1291020315
050 4 $aHD59.35$b.C67 2020
072 7 $aBUS$2eflch
072 7 $aBUS$2ukslc
082 04 $a659.2/85$223
049 $aZCUA
100 1 $aCornwell, T. Bettina,$eauthor.
245 10 $aSponsorship in marketing :$beffective partnerships in sports, arts and events /$cT. Bettina Cornwell.
250 $a2nd edition.
264 1 $aLondon ;$aNew York :$bRoutledge,$c2020.
300 $a1 online resource (xiii, 260 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $aRevised edition of the author's Sponsorship in marketing, 2014.
504 $aIncludes bibliographical references and index.
505 0 $aBackground basics. How we got here ; The sponsoring process ; Becoming partners ; Sponsorship audiences, strategies and objectives -- Sponsorship essentials. How sponsorship works ; Leveraging and activation ; Portfolios and rosters ; Measuring sponsorship outcomes ; Evaluating sponsorships ; Ambushing ; Relationships : beginning, managing and editing -- Advanced and specialized topics. Memory in sponsorship ; Internal audiences for sponsorships ; Public policy and social responsibility in sponsorship.
520 $a"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management"--$cProvided by publisher
588 0 $aPrint version record.
650 0 $aCorporate sponsorship.
650 0 $aSpecial events$xMarketing.
650 0 $aSports sponsorship.
650 0 $aPerforming arts sponsorship.
650 6 $aParrainage publicitaire.
650 6 $aÉvénements spéciaux$xMarketing.
650 6 $aParrainage sportif.
650 6 $aParrainage culturel.
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
655 4 $aElectronic books.
776 08 $iPrint version:$aCornwell, T. Bettina.$tSponsorship in marketing.$b2nd edition.$dLondon ; New York : Routledge, 2020$z9780429325106$w(DLC) 2019049388$w(OCoLC)1141026577
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14907588$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS