T. Bettina Cornwell

Sponsorship in Marketing (eBook, ePUB)

Effective Partnerships in Sports, Arts, and Events

• Format: ePub

Produktbeschreibung

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Erscheinungstermin: 1. Mai 2025
• Englisch
• ISBN-13: 9781040339794
• Artikelnr.: 73523087

Autorenporträt

T. Bettina Cornwell is the Philip H. Knight Chair, Head of the Department of Marketing, and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. She is an academic expert in advertising and sports marketing and is recognized worldwide for her work on sponsorship-based partnerships in sports.

Inhaltsangabe

Part I: Background Basics
1 How We Got Here
2 The Sponsoring Process
3 Becoming Partners
4 Sponsorship Audiences and Strategic Planning
Part II: Sponsorship Essentials
5 How Sponsorship Works
6 Leveraging and Activation
7 Portfolios and Rosters
8 Measuring Sponsorship Outcomes
9 Evaluating Sponsorships
10 Ambushing and Consciousness-washing
11 Relationships - Beginning, Managing, and Ending
Part III: Advanced and Specialized Topics
12 Memory in Sponsorship
13 Internal Audiences for Sponsorship
14 CSR, Policy, and Purpose in Sponsorship

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Part I: Background Basics, 1. How We Got Here, 2. The Sponsoring Process, 3. Becoming Partners, 4. Sponsorship Audiences, Strategies, and Objectives, Part II: Sponsorship Essentials, 5. How Sponsorship Works, 6. Leveraging and Activation, 7. Portfolios and Rosters, 8. Measuring Sponsorship Outcomes, 9. Evaluating Sponsorships, 10. Ambushing, 11. Relationships- Beginning, Managing and Ending, Part III: Advanced and Specialized Topics, 12. Memory in Sponsorship, 13. Internal Audiences for Sponsorship, 14. Public Policy and Social Responsibility in Sponsorship

Rezensionen

"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of "gold nuggets" for anyone interested in sponsorship."

Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.

"Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship."

Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator