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Revision with unchanged content. This study examines the impact of sport sponsorship on consumer perception and the way in which it impacts on the relationship with the customer in a business-to-business (b2b) situation. The potential to enhance or change brand image and increase awareness through sport sponsorship is well recognised. However, it is often criticised for not being implemented strategically despite the investment required. In addition, available literature fails to distinguish between b2b and b2c despite the fact that motives for the two different relationships often differ significantly. Consequently this study investigates the aims, effects and strategies of sport sponsorship in order to achieve specific corporate marketing objectives. The research is centred on a German b2b company with the aim of developing insights and conclusions on the b2b segment generally. This research study identifies the use of sport sponsorship as a way in which it is used to both create image and intensify customer relationships through emotion and discusses how companies might wish to consider sport sponsorship as part of their overall marketing strategy. This research would be of interest to anyone involved or wishing to be involved in either the academic or practicing field of b2b sport sponsorship, particularly those in determination and design of coporate strategy.
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MA (Hons)Degree in International Business Management atthe Akademie für Bürokommunikation undWelthandelssprachen (ABW) in Mannheim,Germany. Masters degree in International BusinessAdministration at the University of Northumbria atNewcastle upon Tyne, England. Position asBusiness Development Co-ordinator, Marketing atFreudenberg Technical Prodcucts LP, NorthShields, England.
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- PublisherAV Akademikerverlag
- Publication date2012
- ISBN 10 3639393775
- ISBN 13 9783639393774
- BindingPaperback
- Number of pages100
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Sport Sponsorship in B2B Organisations: A survey of strategies and consumer perception
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -This study examines the impact of sport sponsorship on consumer perception and the way in which it impacts on the relationship with the customer in a business-to-business (b2b) situation. The potential to enhance or change brand image and increase awareness through sport sponsorship is well recognised. However, it is often criticised for not being implemented strategically despite the investment required. In addition, available literature fails to distinguish between b2b and b2c despite the fact that motives for the two different relationships often differ significantly. Consequently this study investigates the aims, effects and strategies of sport sponsorship in order to achieve specific corporate marketing objectives. The research is centred on a German b2b company with the aim of developing insights and conclusions on the b2b segment generally. This research study identifies the use of sport sponsorship as a way in which it is used to both create image and intensify customer relationships through emotion and discusses how companies might wish to consider sport sponsorship as part of their overall marketing strategy. This research would be of interest to anyone involved or wishing to be involved in either the academic or practicing field of b2b sport sponsorship, particularly those in determination and design of coporate strategy. 100 pp. Englisch. Seller Inventory # 9783639393774
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Sport Sponsorship in B2B Organisations A survey of strategies and consumer perception
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Sport Sponsorship in B2B Organisations : A survey of strategies and consumer perception
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Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - This study examines the impact of sport sponsorship on consumer perception and the way in which it impacts on the relationship with the customer in a business-to-business (b2b) situation. The potential to enhance or change brand image and increase awareness through sport sponsorship is well recognised. However, it is often criticised for not being implemented strategically despite the investment required. In addition, available literature fails to distinguish between b2b and b2c despite the fact that motives for the two different relationships often differ significantly. Consequently this study investigates the aims, effects and strategies of sport sponsorship in order to achieve specific corporate marketing objectives. The research is centred on a German b2b company with the aim of developing insights and conclusions on the b2b segment generally. This research study identifies the use of sport sponsorship as a way in which it is used to both create image and intensify customer relationships through emotion and discusses how companies might wish to consider sport sponsorship as part of their overall marketing strategy. This research would be of interest to anyone involved or wishing to be involved in either the academic or practicing field of b2b sport sponsorship, particularly those in determination and design of coporate strategy. Seller Inventory # 9783639393774
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Sport Sponsorship in B2B Organisations
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Book Description Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Zimmermann Jessica TinaMA (Hons)Degree in International Business Management atthe Akademie fuer Buerokommunikation undWelthandelssprachen (ABW) in Mannheim,Germany. Masters degree in International BusinessAdministration at the Universi. Seller Inventory # 4983611
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