Sports Sponsorship and Marketing Communications

Sports Sponsorship and Marketing Communications
Author: Wim Lagae
Publsiher: Pearson Education
Total Pages: 248
Release: 2005
ISBN: 9780273687061
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Sports Sponsorship and Marketing Communications Book Excerpt:

Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives. This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship. This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.

Sponsorship in Marketing

Sponsorship in Marketing
Author: T. Bettina Cornwell
Publsiher: Routledge
Total Pages: 260
Release: 2020-03-11
ISBN: 1000036863
Category: Sports & Recreation
Language: EN, FR, DE, ES & NL

Sponsorship in Marketing 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.

Sponsorship in Marketing

Sponsorship in Marketing
Author: T. Bettina Cornwell
Publsiher: Routledge
Total Pages: 180
Release: 2014-07-17
ISBN: 1317810449
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Sponsorship in Marketing 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.

Ambush Marketing in Sports

Ambush Marketing in Sports
Author: Gerd Nufer
Publsiher: Routledge
Total Pages: 157
Release: 2013
ISBN: 0415626781
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Ambush Marketing in Sports Book Excerpt:

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.

The SAGE Handbook of Marketing Ethics

The SAGE Handbook of Marketing Ethics
Author: Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publsiher: SAGE
Total Pages: 576
Release: 2020-10-05
ISBN: 1529738571
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Handbook of Marketing Ethics Book Excerpt:

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

Strategic Market Management

Strategic Market Management
Author: David A. Aaker,Damien McLoughlin
Publsiher: John Wiley & Sons
Total Pages: 354
Release: 2009-12-08
ISBN: 0470689757
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Market Management Book Excerpt:

The text is a European adaptation of our current US book:Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses. Strategic Market Management: Global Perspectives ismotivated by the strategic challenges created by the dynamic natureof markets. The premise is that all traditional strategicmanagement tools either do not apply or need to be adapted to amore dynamic context. The unique aspects of the book are its inclusion of: A business strategy definition that includes product/marketscope, value proposition, and assets and competences. A structured strategic analysis including a detailed customer,competitor, market, and environmental analysis leading tounderstanding of market dynamics that is supported by a summaryflow diagram, a set of agendas to help start the process, and a setof planning forms. Concepts of strategic commitment, opportunism, and adaptabilityand how they can and should be blended together. Bases of a value proposition and strong brands. A strategywithout a compelling value proposition will not be market driven orsuccessful. Brand assets that will support a business strategy needto be developed. Creating synergetic marketing with silo organisations definedby products or countries. All organisations have multiple productsand markets and creating cooperation and communication instead ofcompetition and isolation is becoming an imperative. A global perspective is an essential aspect of this new edition.This reflects the lived experience of the student reader but alsotheir likely professional challenges. This is achieved by theextensive use of new examples and vignettes.

IEG Sponsorship Sourcebook

IEG Sponsorship Sourcebook
Author: Anonim
Publsiher: Unknown
Total Pages: 135
Release: 2002
ISBN: 1928374650XXX
Category: Corporate sponsorship
Language: EN, FR, DE, ES & NL

IEG Sponsorship Sourcebook Book Excerpt:

Routledge Handbook of Sports Sponsorship

Routledge Handbook of Sports Sponsorship
Author: Alain Ferrand,Luiggino Torrigiani,Andreu Camps i Povill
Publsiher: Routledge
Total Pages: 288
Release: 2006-12-05
ISBN: 1134145292
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Routledge Handbook of Sports Sponsorship Book Excerpt:

The Routledge Handbook of Sports Sponsorship provides a comprehensive guide to the successful management of sport sponsorship. From the development of an appropriate strategy to the implementation of the sponsorship operation through to post-event analysis, this book offers an authoritative reference for large and small events. The text also provides an accessible review of the legal issues associated with marketing, copyright and contracts in print, television and radio sponsorship, illustrated with a wealth of case studies. Includes: • Sports marketing and sports management theory. • Stage by stage analysis of the sponsorship process •The roles of different key stakeholders in the process • Thorough explanation of copyright and contract law for sports sponsorship • Major international sports sponsorship case-studies examined from concept stage through to post-event analysis. The Routledge Handbook of Sports Sponsorship is essential reading for students and a valuable reference for professionals in sports law, sports management, sports marketing and brand management.

Sport Promotion and Sales Management

Sport Promotion and Sales Management
Author: Richard L. Irwin,William Anthony Sutton,Larry M. McCarthy
Publsiher: Human Kinetics
Total Pages: 339
Release: 2008
ISBN: 9780736064774
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Sport Promotion and Sales Management Book Excerpt:

This is a guide to promotion and sales in the sport industry. Experts from the classroom and sports field offer insights and experiential data on the skills needed to succeed in sports promotion and sales.

Cases in Sport Marketing

Cases in Sport Marketing
Author: Mark A. McDonald,George R. Milne
Publsiher: Jones & Bartlett Learning
Total Pages: 351
Release: 1999
ISBN: 9780763708634
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Cases in Sport Marketing Book Excerpt:

Cases in Sport Marketing, simulates real-life scenarios for sport marketers as exhibition games in the preseason simulate the regular season for professional athletes. The text begins with four introductory chapters to explain the case study method and then dedicates the remaining fifteen chapters to fifteen sport marketing cases that cover a wide range of issues and sport industry segments. By working through the cases, students can examine an array of situations and gain experience grappling with actual problems faced by managers. Each case presents the critical issues at hand, possible alternatives for consideration, and the criterion necessary to make an informed decision. The final chapter provides an overview of the sport marketing field.

Event Sponsorship

Event Sponsorship
Author: Bruce E. Skinner,Vladimir Rukavina
Publsiher: Wiley
Total Pages: 320
Release: 2002-10-18
ISBN: 9780471126010
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Event Sponsorship Book Excerpt:

State-of-the-art methods for finding, securing, and retaining the best corporate sponsors The authoritative guide to creating and closing deals with irresistible ROIs Event Sponsorship provides step-by-step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, sporting events, arts and entertainment spectaculars, charity benefits, and much more. This hands-on resource presents successful strategies and tools for staying competitive in today's market by offering corporate sponsors the highest return possible on their investment. Leading experts give real-world advice for researching and targeting prospective companies, developing a sponsorship marketing plan, creating an effective proposal, selling the sponsorship, and negotiating a deal. Learn how to bring increased sponsorship dollars to any event by: Placing value on sponsorships Expanding the value of a sponsor Creating the best image for an event Networking with other event professionals worldwide With complete coverage including case studies, legal issues, the Internet, the sophisticated corporate customer, non-sports sponsorship opportunities, and an international view of sponsorship, Event Sponsorship is a powerful tool for event managers and other event professionals. THE WILEY EVENT MANAGEMENT SERIES-Series Editor, Dr. Joe Goldblatt, CSEP THE WILEY EVENT MANAGEMENT SERIES provides professionals with the essential knowledge and cutting-edge tools they need to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the volumes in the series cover the research, design, planning, coordination, and evaluation methods as well as specialized areas of event management.

Global Sport Marketing

Global Sport Marketing
Author: Michel Desbordes,André Richelieu
Publsiher: Routledge
Total Pages: 194
Release: 2012
ISBN: 0415507200
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Global Sport Marketing Book Excerpt:

Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.

What Sponsors Want An Inspirational Guide For Event Marketers

What Sponsors Want  An Inspirational Guide For Event Marketers
Author: Mark Harrison
Publsiher: World Scientific
Total Pages: 300
Release: 2020-08-27
ISBN: 9811219036
Category: Business & Economics
Language: EN, FR, DE, ES & NL

What Sponsors Want An Inspirational Guide For Event Marketers Book Excerpt:

This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.

Growing Brands Through Sponsorship

Growing Brands Through Sponsorship
Author: Philip Gross
Publsiher: Springer
Total Pages: 349
Release: 2014-11-07
ISBN: 3658072504
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Growing Brands Through Sponsorship Book Excerpt:

​Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co‐sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co‐sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.

Sports Marketing

Sports Marketing
Author: Matthew D. Shank,Mark R. Lyberger
Publsiher: Routledge
Total Pages: 672
Release: 2014-10-03
ISBN: 1317743458
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Sports Marketing Book Excerpt:

Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

Asian Inward and Outward FDI

Asian Inward and Outward FDI
Author: C. Alvstam,H. Dolles,P. Strom
Publsiher: Springer
Total Pages: 259
Release: 2014-04-01
ISBN: 1137312211
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Asian Inward and Outward FDI Book Excerpt:

Asian Inward and Outward FDI brings together both works from researchers in international business and economic geography. The book is aimed for both scholars with interest in macro and micro economic impact of new flows of FDI.

Sponsorship Marketing Guide

Sponsorship Marketing Guide
Author: Atlanta Paralympic Organizing Committee
Publsiher: Unknown
Total Pages: 135
Release: 1994
ISBN: 1928374650XXX
Category: Advertising
Language: EN, FR, DE, ES & NL

Sponsorship Marketing Guide Book Excerpt:

Sponsorship For a Return on Investment

Sponsorship  For a Return on Investment
Author: Guy Masterman
Publsiher: Routledge
Total Pages: 280
Release: 2012-06-14
ISBN: 1136365109
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Sponsorship For a Return on Investment Book Excerpt:

Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.

Event Management For Tourism Cultural Business and Sporting Events

Event Management  For Tourism  Cultural  Business and Sporting Events
Author: Lynn Van der Wagen,Lauren White
Publsiher: Cengage AU
Total Pages: 544
Release: 2018-04-01
ISBN: 017039445X
Category: Events
Language: EN, FR, DE, ES & NL

Event Management For Tourism Cultural Business and Sporting Events Book Excerpt:

Event Management, specifically written for the Diploma of Event Management and Advanced Diploma of Event Management, is a comprehensive resource for anyone wanting to build their expertise in professional event management. This edition adopts a scaffold learning pedagogy, helping students move through the material logically and efficiently while building on their understanding of tourism, cultural, business and sporting events.

EBOOK PRINCIPLES PRACTICE M

EBOOK  PRINCIPLES   PRACTICE M
Author: JOBBER
Publsiher: McGraw Hill
Total Pages: 135
Release: 2009-12-16
ISBN: 0077139682
Category: Business & Economics
Language: EN, FR, DE, ES & NL

EBOOK PRINCIPLES PRACTICE M Book Excerpt:

EBOOK: PRINCIPLES & PRACTICE M