Sponsorship in marketing: effective communication through sports, arts, and events
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2014
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 166 S. |
| ISBN: | 9780415739801 9780415739795 |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Sponsorship in marketing
Autor: Cornwell, T. Bettina
Jahr: 2014
CONTENTS
List of figures and tables ix
Preface xi
Acknowledgments xiii
PARTI
Background basics 1
1 How we got here 3
2 Views of sponsorship 15
3 Sponsorship audiences, strategies, and objectives 27
PART II
Sponsorship essentials 39
4 How sponsorship works 41
5 Leveraging and activation 55
6 Establishing sponsorship portfolios 66
7 Measuring sponsorship outcomes 75
viii Contents
8 Evaluating sponsorships 94
9 Ambushing and legal issues in sponsorship 102
10 Relationships-beginning, managing, and ending 119
PART III
Advanced and specialized topics 131
11 Memory for sponsorship relationships 133
12 Internal audiences for sponsorship 141
13 Public policy and social responsibility in sponsorship 149
Companies and properties index 162
Subject index 165
|
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| discipline | Wirtschaftswissenschaften |
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| isbn | 9780415739801 9780415739795 |
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| spelling | Cornwell, T. Bettina Verfasser (DE-588)1074127722 aut Sponsorship in marketing effective communication through sports, arts, and events T. Bettina Cornwell London Routledge 2014 XIV, 166 S. txt rdacontent n rdamedia nc rdacarrier Sponsoring (DE-588)4207431-9 gnd rswk-swf Marketinginstrument (DE-588)4214539-9 gnd rswk-swf Sponsoring (DE-588)4207431-9 s Marketinginstrument (DE-588)4214539-9 s DE-604 Erscheint auch als Online-Ausgabe 978-1-315-81637-1 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027497790&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cornwell, T. Bettina Sponsorship in marketing effective communication through sports, arts, and events Sponsoring (DE-588)4207431-9 gnd Marketinginstrument (DE-588)4214539-9 gnd |
| subject_GND | (DE-588)4207431-9 (DE-588)4214539-9 |
| title | Sponsorship in marketing effective communication through sports, arts, and events |
| title_auth | Sponsorship in marketing effective communication through sports, arts, and events |
| title_exact_search | Sponsorship in marketing effective communication through sports, arts, and events |
| title_full | Sponsorship in marketing effective communication through sports, arts, and events T. Bettina Cornwell |
| title_fullStr | Sponsorship in marketing effective communication through sports, arts, and events T. Bettina Cornwell |
| title_full_unstemmed | Sponsorship in marketing effective communication through sports, arts, and events T. Bettina Cornwell |
| title_short | Sponsorship in marketing |
| title_sort | sponsorship in marketing effective communication through sports arts and events |
| title_sub | effective communication through sports, arts, and events |
| topic | Sponsoring (DE-588)4207431-9 gnd Marketinginstrument (DE-588)4214539-9 gnd |
| topic_facet | Sponsoring Marketinginstrument |
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