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Books > Business & Economics > Business & management > Management & management techniques
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Sponsorship: For a Return on Investment - For a Return on Investment (Hardcover)
Loot Price: R5,828
Discovery Miles 58 280
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Sponsorship: For a Return on Investment - For a Return on Investment (Hardcover)
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Sponsorship is both a critical communications tool for sponsors as
well as a fundamental revenue stream for rights owners. Market
leaders use sponsorship widely and arguably more successfully than
any other communications tool to achieve competitive advantage
whilst events of all sizes depend on sponsorship just to exist. As
the importance of sponsorship has increased the demands of it have
risen too. Now sponsors seek measurable return on their investment.
Sponsorship: For a Return on Investment provides a unique insight
on the use of sponsorship for a return on investment and will
appeal to practitioners and undergraduate and postgraduate students
alike. It builds a conceptual framework for the development,
planning, implementation and evaluation of strategies for sport,
arts, music and community sponsorship, and from two perspectives:
* For rights owners, the importance of effectively acquiring and
then developing a bespoke approach for the recruitment of sponsors
for effective sponsorship programmes.
* For sponsors, a better understanding of how sponsorship can be
used for successful integrated marketing communications.
A broad selection of examples and case studies from around the
world are provided in order to demonstrate the importance of
sponsorship on an international basis.
* The first text to cover in-depth, sponsorship in the sports and
leisure industries.
* Builds a conceptual framework for the development, planning,
implementation and evaluation of sponsorship strategies for both
sponsors and rights owners in the sports and leisure industries.
* Essential reading for both students and practitioners across the
sports and leisure sectors, who needto realise the potential of
sponsorship as a critical marketing communications tool.
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