Ardi Kolah

Improving the Performance of Sponsorship (eBook, PDF)

• Format: PDF

Produktbeschreibung

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship. It will be all keen marketers will need for a thorough understanding of how sponsorship works.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 350
• Erscheinungstermin: 12. Juni 2015
• Englisch
• ISBN-13: 9781317444718
• Artikelnr.: 43098346

Autorenporträt

Ardi Kolah is a senior visiting lecturer on sponsorship, marketing and public relations at Henley Business School, Kingston University Business School and the London Guildhall Faculty of Business and Law, UK. He has been working in the sponsorship industry for over 20 years and holds the prestigious UK Sponsorship Award (formerly Hollis Sponsorship Award) as well as being a fellow of several professional institutes and an elected member of the British Academy of Film and Television Arts.

Inhaltsangabe

Introduction 1. Re-wiring our Thinking on Sponsorship 2. The Business of
Sponsorship 3. The Process of Selecting a Sponsorship Property 4. Process
of Selling a Sponsorship Property 5. Creativity in Sponsorship 6. The
Ethical Issues in Sponsorship 7. Legal Principles of Sponsorship 8. Ambush
Marketing 9. Corporate Social Responsibility and Sponsorship 10.
Measurement and Evaluation of Sponsorship