Sponsorship in marketing: effective communication through sports, arts, and events
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Routledge
2020
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| Edition: | 2nd edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xii, 260 Seiten Illustrationen |
| ISBN: | 9780367343439 9780367343446 |
Staff View
MARC
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Record in the Search Index
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| adam_text | /ЛІ.. ”. / Հք-Հհր ¿ . ЛУНі-*·?.? ՝:.Տ -ѓ՛-՝ Contents List of figures ix List of tables x xi Preface Acknowledgments PART I: BACKGROUND BASICS xiii 1 1 How we got here 2 The sponsoring process 19 3 Becoming partners 35 4 Sponsorship audiences, strategies and objectives 53 PART II: SPONSORSHIP ESSENTIALS 3 69 5 How sponsorship works 71 6 leveraging and activation 92 7 Portfolios and rosters 113 8 Measuring sponsorship outcomes 126 9 Evaluating sponsorships 149
Contents 10 Ambushing 161 11 Relationships - beginning, managing and ending 183 PART III: ADVANCED AND SPECIALIZED TOPICS 195 12 Memory in sponsorship 197 13 Internal audiences for sponsorship 214 14 Public policy and social responsibility in sponsorship 226 Index 244
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| adam_txt |
/ЛІ. ”. ' /'Հք-Հհր ¿'.'ЛУНі-*·?.? ՝:.Տ -ѓ՛-՝ Contents List of figures ix List of tables x xi Preface Acknowledgments PART I: BACKGROUND BASICS xiii 1 1 How we got here 2 The sponsoring process 19 3 Becoming partners 35 4 Sponsorship audiences, strategies and objectives 53 PART II: SPONSORSHIP ESSENTIALS 3 69 5 How sponsorship works 71 6 leveraging and activation 92 7 Portfolios and rosters 113 8 Measuring sponsorship outcomes 126 9 Evaluating sponsorships 149
Contents 10 Ambushing 161 11 Relationships - beginning, managing and ending 183 PART III: ADVANCED AND SPECIALIZED TOPICS 195 12 Memory in sponsorship 197 13 Internal audiences for sponsorship 214 14 Public policy and social responsibility in sponsorship 226 Index 244 |
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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 2nd edition London Routledge 2020 xii, 260 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Marketinginstrument (DE-588)4214539-9 gnd rswk-swf Sponsoring (DE-588)4207431-9 gnd rswk-swf Sponsoring (DE-588)4207431-9 s Marketinginstrument (DE-588)4214539-9 s DE-604 Erscheint auch als Online-Ausgabe 978-0-429-32510-6 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032064538&sequence=000001&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 Marketinginstrument (DE-588)4214539-9 gnd Sponsoring (DE-588)4207431-9 gnd |
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| 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_exact_search_txtP | 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 | Marketinginstrument (DE-588)4214539-9 gnd Sponsoring (DE-588)4207431-9 gnd |
| topic_facet | Marketinginstrument Sponsoring |
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