Sponsorship in Marketing by T. Bettina Cornwell (Hardback)

£145.00
Available
Product Ref. (e.g. ISBN, SKU)
9781032941639
Published:
01 May 2025
Format:
Hardback
Number of pages:
218 pages
Dimensions:
246x174mm
Weight:
0.000kgs
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.
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. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how to implement successful partnerships to achieve branding, communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including the technology-led transformation of sponsorship, audiences, strategies and objectives, leveraging and activation in traditional and social media, building sponsorship portfolios and rosters, managing and ending relationships, and public policy and legal issues. Every chapter includes international case studies and examples, self-test questions, and examples from real organizations, businesses, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition includes expanded coverage of technology, including digital assets and data; influencers, including name and image likeness (NIL); contracts and 'deliverables', and ethical issues including sportswashing. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is an essential textbook for any course on sponsorship, and invaluable reading for any practitioner working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management. Additional resources for instructors include slides, videos highlighting concepts, and additional case problems.

About the Author: 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.

More Information
Number of pages 218

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