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Sports Sponsorship and Marketing Communications

2005 Business & Economics
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Release : 2005
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Sports Sponsorship and Marketing Communications by : Wim Lagae

Download or read book Sports Sponsorship and Marketing Communications written by Wim Lagae. This book was released on 2005. Available in PDF, EPUB and Kindle. Book excerpt: This text concentrates primarily on the objectives of marketing communications in sport and examines how sponsors can utilise sport sponsorship to achieve brand and sales-related objectives.

Sports Marketing and the Psychology of Marketing Communication

2004-04-12 Business & Economics
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Release : 2004-04-12
Genre : Business & Economics
Kind : eBook
Book Rating : 728/5 ( reviews)

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Book Synopsis Sports Marketing and the Psychology of Marketing Communication by : Lynn R. Kahle

Download or read book Sports Marketing and the Psychology of Marketing Communication written by Lynn R. Kahle. This book was released on 2004-04-12. Available in PDF, EPUB and Kindle. Book excerpt: This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.

Sponsorship in Marketing

2014-07-17 Business & Economics
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Release : 2014-07-17
Genre : Business & Economics
Kind : eBook
Book Rating : 430/5 ( reviews)

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Book Synopsis Sponsorship in Marketing by : T. Bettina Cornwell

Download or read book Sponsorship in Marketing written by T. Bettina Cornwell. This book was released on 2014-07-17. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book 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, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. 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 ambush marketing managing relationships internal audiences 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.

Sports Marketing and the Psychology of Marketing Communication

2004-04-12 Business & Economics
Download Sports Marketing and the Psychology of Marketing Communication PDF Online Free

Author :
Release : 2004-04-12
Genre : Business & Economics
Kind : eBook
Book Rating : 71X/5 ( reviews)

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Book Synopsis Sports Marketing and the Psychology of Marketing Communication by : Lynn R. Kahle

Download or read book Sports Marketing and the Psychology of Marketing Communication written by Lynn R. Kahle. This book was released on 2004-04-12. Available in PDF, EPUB and Kindle. Book excerpt: Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.

Sponsorship in Marketing

2020-03-11 Sports & Recreation
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Release : 2020-03-11
Genre : Sports & Recreation
Kind : eBook
Book Rating : 863/5 ( reviews)

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Book Synopsis Sponsorship in Marketing by : T. Bettina Cornwell

Download or read book Sponsorship in Marketing written by T. Bettina Cornwell. This book was released on 2020-03-11. Available in PDF, EPUB and Kindle. Book excerpt: 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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