T. Bettina Cornwell

Sponsorship in Marketing

Effective Partnerships in Sports, Arts, and Events

• Broschiertes Buch

Produktbeschreibung

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 218
• Erscheinungstermin: 1. Mai 2025
• Englisch
• Abmessung: 246mm x 174mm
• ISBN-13: 9781032941608
• ISBN-10: 103294160X
• Artikelnr.: 72109471

Autorenporträt

T. Bettina Cornwell is the Philip H. Knight Chair, Head of the Department of Marketing, and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. She is an academic expert in advertising and sports marketing and is recognized worldwide for her work on sponsorship-based partnerships in sports.

Inhaltsangabe

Part I: Background Basics
1. How We Got Here
2. The Sponsoring Process
3. Becoming Partners
4. Sponsorship Audiences and Strategic Planning
Part II: Sponsorship Essentials
5. How Sponsorship Works
6. Leveraging and Activation
7. Portfolios and Rosters
8. Measuring Sponsorship Outcomes
9. Evaluating Sponsorships
10. Ambushing and Consciousness-washing
11. Relationships - Beginning
Managing
and Ending
Part III: Advanced And Specialized Topics
12. Memory in Sponsorship
13. Internal Audiences for Sponsorship
14. CSR
Policy
and Purpose in Sponsorship