Updated and new case studies. New insights for Sochi 2014 and Rio 2016. Examples from around the world covering all sizes of event. Photographs from events around the world. Supporting current research.

Updated and new case studies. New insights for Sochi 2014 and Rio 2016. Examples from around the world covering all sizes of event. Photographs from events around the world. Supporting current research.

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing.With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

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.