Sponsorship in Marketing : Effective Partnerships in Sports, Arts and Events book cover

Save
£7.40

Sponsorship in Marketing : Effective Partnerships in Sports, Arts and Events book cover

Salve
£24.00

Sponsorship in Marketing : Effective Partnerships in Sports, Arts and Events book cover

SAVE
£vii.xl

2nd Edition

Sponsorship in Marketing
Constructive Partnerships in Sports, Arts and Events

Copyright Year 2020

What are VitalSource eBooks?



Preview

Book Description

Sponsorship of sports, arts or events can be a powerful course 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 inquiry and exploring cardinal theory, all-time practice and cutting-border issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every of import conceptual and functional area of sponsorship in marketing communications, including:

  • understanding the engineering science-led transformation of sponsoring
  • learning virtually audiences, strategies and objectives
  • leveraging and activation in traditional and social media
  • building sponsorship portfolios and rosters
  • managing and ending relationships
  • agreement public policy and legal issues

Every affiliate includes international case studies and examples, examination questions, and data from existent organizations, business concern, campaigns and events, vividly illustrating the link between fundamental principles and effective practise. 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 volume provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to existent life.

This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts assistants, business communication or marketing management.

Table of Contents

Part I: Background Basics

one          How Nosotros Got Hither

2          The Sponsoring Procedure

3          Becoming Partners

four          Sponsorship Audiences, Strategies, and Objectives

Part 2: Sponsorship Essentials

5          How Sponsorship Works

6          Leveraging and Activation

7          Portfolios and Rosters

8          Measuring Sponsorship Outcomes

9          Evaluating Sponsorships

10        Ambushing

11        Relationships- Beginning, Managing and Ending

Role Iii: Advanced and Specialized Topics

12        Memory in Sponsorship

xiii        Internal Audiences for Sponsorship

fourteen        Public Policy and Social Responsibility in Sponsorship

Author(due south)

Biography

T. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business concern, Head of the Section of Marketing and Professor of Marketing in the Lundquist College of Business at the Academy of Oregon, The states. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business concern Award from the American Marketing Clan and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business organisation. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.

Reviews

"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by scientific discipline, this i-of-a-kind book delivers both practiced and bad news and so marketers know what sponsorship techniques to use and traps to avert. The volume is chalked full of "gold nuggets" for anyone interested in sponsorship." - Shelly Rodgers, Professor of Strategic Communication at the School of Journalism
, Academy of Missouri, U.s. and Editor-in-Chief of theJournal of Advertising.

"Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential data, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship." - Jim Andrews, Sponsorship Manufacture Veteran, Consultant and Educator.

"More than ever, sponsorship is a disquisitional revenue generation office for sport managers. As leagues take entered into long-term broadcast deals, sponsorship presents a prime opportunity to grow sport revenues and brands. Dr. Cornwell's background and expertise make this book one that any sport manager should read as it provides the necessary insights and guidance to maximize the benefits and opportunities presented by sponsorship." - Alicia Jessop, Associate Professor of Sport Administration at Pepperdine University, USA.

"Professor Cornwell's book is the all-time you could find for sponsorship/partnership. The book goes beyond theory and gives practical tools to apply in both the educational and professional person sponsorship environs. In my case, it helped me through my sponsorship courses, and I am ready to use some of Prof. Cornwell's models, like the 100-point model, in a futurity projection as a sponsorship consultant. Recently, the volume too helped me make sense of a real ambush situation in sponsorship." – Jimmy Castillo, contained sponsorship consultant and former Regional Sales Manager, Americas, at Swiss Timing (Swatch Group).