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Los Andes Libros s.l. + 34 935 00 39 13
C/ Andalusia, 3 Local 5 - 08014 Barcelona
 
Event Sponsorship
Ian McDonnell, Malcolm Moir
Event Sponsorship
ean9780415533874
temáticaTURISMO
año Publicación2013
idiomaINGLÉS
editorialTAYLOR AND FRANCIS
formatoRÚSTICA


35,08 €


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This introduction to Events Sponsorship provides students with an essential understanding of the important role of sponsorship in a event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.

The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what is sponsorship, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured and also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process.

Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge.

This is essential reading for all students studying Events Management.
indíce
1.Introduction: What is sponsorship? 2. Sponsorship as a Marketing Medium 3.Sponsorship Benefits 4. Matching Sponsors and Sponsee 5. Integrated Marketing Communications 6. The Sponsorship Proposal 7. Managing the Sponsorship 8. Measuring ROI (return on investment) 9. Alternatives to Sponsorship 10. Trends in Sponsorship 11. Conclusion
Finançat per UE