Description

Book Synopsis

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

Sponsorship in Marketing

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    A Paperback by T. Bettina Cornwell

    £37.99

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    RRP £39.99 – you save £2.00 (5%)

    Order before 4pm tomorrow for delivery by Sat 26 Sep 2026.

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      Book details

      Publisher Taylor & Francis
      Published 5 January 2025
      ISBN-13 9781032941608
      978-1032941608
      ISBN-10 103294160X
      Also in:
      Business, Finance & Law Hospitality and service industries

      Description

      Book Synopsis

      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

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