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Event Sponsorship (Paperback)
Loot Price: R1,820
Discovery Miles 18 200
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Event Sponsorship (Paperback)
Expected to ship within 12 - 17 working days
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This introduction to Event Sponsorship provides students with an
essential understanding of the important role of sponsorship in an
event, how this can be gained and successfully managed to the
benefit of both the sponsor and sponsee. The text starts with an
investigation of the origins of sponsorship and then considers all
important elements of Events sponsorship management. It considers
what sponsorship is, its history and evolution, what its marketing
uses are, how it can used efficiently; the benefits it can bring to
an event; and how its results can be measured. It also considers
other funding sources for events including government grants, crowd
source funding and merchandising. To reflect changes in the way
firms communicate with their customers, there is a strong focus on
the use of social media, e - marketing and technology in
sponsorship. The text uniquely considers topics of sponsorship from
perspective of both the sponsor and the sponsee (the event) to
provide a holistic view of the sponsorship process. Case Studies
are integrated throughout to show how both small and large scale
events have successfully gained and used sponsorship as well as
potential pitfalls to avoid. Learning outcomes, discussion
questions and further reading suggestions are included to aid
navigation throughout the book, spur critical thinking and further
students' knowledge. This is essential reading for all students
studying Events Management.
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