MARC Record from marc_columbia

LEADER: 06024cam a2200865Ii 4500
001 15100745
005 20210607134713.0
006 m o d
007 cr |n|||||||||
008 140725s2014 enk ob 001 0 eng d
035 $a(OCoLC)ocn884543747
035 $a(NNC)15100745
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020 $a1317810430 (ePub ebook)
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020 $a1317810422 (Mobipocket ebook)
020 $a9781000036800$q(electronic bk. : PDF)
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020 $z0415739799$q(Cloth)
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020 $z0415739802$q(Paper)
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035 $a(OCoLC)884543747$z(OCoLC)884017485$z(OCoLC)967770886$z(OCoLC)1058417250$z(OCoLC)1086430878
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050 4 $aHD59.35$b.C67 2014
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049 $aZCUA
100 1 $aCornwell, T. Bettina,$eauthor.
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 $a1 online resource (xiv, 166 pages) :$billustrations.
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
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.
520 $a"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives, leveraging and activation, building sponsorship portfolios, measurement and evaluation, ambush marketing, managing relationships, internal audiences, public policy and legal issues. Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management"--$cProvided by publisher.
545 0 $aT. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business, Head of the Department of Marketing and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award from the American Marketing Association and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.
588 $aDescription based on print version record.
650 0 $aCorporate sponsorship.
650 0 $aSpecial events$xMarketing.
650 0 $aSports sponsorship.
650 0 $aPerforming arts sponsorship.
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aSPORTS & RECREATION$xGeneral.$2bisacsh
650 7 $aSPORTS & RECREATION$xBusiness Aspects.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Marketing / General$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
655 0 $aElectronic books.
655 4 $aElectronic books.
776 08 $iPrint version:$aCornwell, T. Bettina.$tSponsorship in marketing$z9780415739795$w(DLC) 2014001747$w(OCoLC)866922786
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15100745$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS