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June 2015: 234x156: 328pp38 illustrations
Hb: 978-0-415-63788-6 | £95.00Pb: 978-0-415-63789-3 | £39.99eBook: 978-1-315-69602-7
TABLE OF CONTENTS:
Introduction 1. Re-wiring our Thinking onSponsorship 2. The Business of Sponsorship 3.The Process of Selecting a Sponsorship Property4. Process of Selling a Sponsorship Property 5.Creativity in Sponsorship 6. The Ethical Issuesin Sponsorship 7. Legal Principles ofSponsorship 8. Ambush Marketing 9. CorporateSocial Responsibility and Sponsorship 10.Measurement and Evaluation of Sponsorship
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Improving thePerformance ofSponsorshipArdi Kolah, Henley Business School, UK
Without a doubt, sponsorship is one of the most powerfulpromotional tools we have in the business of brandcreation, brand recognition, and ultimately increasing sales.If you're looking for an introduction to this topic, mostbooks available only address sports sponsorship: the largestsection of the market perhaps, but by no means the onlyone.Improving the Performance of Sponsorship is a guide thatexamines all types of sponsorship, clearly explaining anddefining its mechanics, advising on how to select the rightproperties, how to sell sponsorship, ethical issues and keylegal principles. It will be all keen marketers will need for athorough understanding of how sponsorship works.
20% Discount Available - enter the code FLR40 atcheckout*Hb: 978-0-415-63788-6 | £76.00Pb: 978-0-415-63789-3 | £31.99* Offer cannot be used in conjunction with any other offer or discount and only applies tobooks purchased directly via our website.
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