Sponsorship in Marketing

Auteur

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.

Texte du rabat

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.

Contenu

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