Thursday, May 14, 2015
Sponsorship in Marketing, by T. Bettina Cornwell
The book covers every important conceptual and functional area of sponsorship in marketing communications, including:
-audiences, strategies and objectives
-leveraging and activation
-building sponsorship portfolios
-measurement and evaluation
-public policy and legal issues
Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. 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.
Find SPONSORSHIP IN MARKETING on Amazon!