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Sponsorship in Marketing - Effective Partnerships in Sports, Arts and Events (Paperback, 2nd edition)
Loot Price: R1,227
Discovery Miles 12 270
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Sponsorship in Marketing - Effective Partnerships in Sports, Arts and Events (Paperback, 2nd edition)
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Sponsorship of sports, arts or events can be a powerful form of
marketing communication for businesses and organizations. This new
edition of Sponsorship in Marketing introduces the fundamentals of
sponsorship-linked marketing, helping the reader to understand how
sponsorship can be planned, executed and measured. Drawing on
original research and exploring key theory, best practice and
cutting-edge issues, the book fully explains how the sponsor can
implement successful sponsorship to achieve communication and
engagement objectives. It covers every important conceptual and
functional area of sponsorship in marketing communications,
including: understanding the technology-led transformation of
sponsoring learning about audiences, strategies and objectives
leveraging and activation in traditional and social media building
sponsorship portfolios and rosters managing and ending
relationships understanding public policy and legal issues Every
chapter includes international case studies and examples, test
questions, and data from real organizations, business, campaigns
and events, vividly illustrating the link between fundamental
principles and effective practice. This updated edition features a
new model of the sponsorship process with an ecosystem perspective,
discussion of endorsers and influencers in sponsorship, an
introduction to the impact of streaming on sponsoring, and entirely
new thinking on sponsorship returns and evaluation. No other book
provides such a comprehensive, evidence-based introduction to
sponsorship, demonstrating how organizations can connect brands to
real life. This is essential reading for all students and
practitioners working in sport marketing, sport business, events
marketing, arts administration, business communication or marketing
management.
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