Num Pages: 350 pages, 38 black & white illustrations, 50 black & white tables, 2 black & white halftones, 36 bl. BIC Classification: KJSA; KJSP. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 236 x 158 x 19. Weight in Grams: 480. . 2015. 1st Edition. paperback. . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: Improving the Performance of Sponsorship
Publisher: Routledge
Publication Date: 2015
Language: English
ISBN 10: 0415637899
ISBN 13: 9780415637893
Binding: Soft cover
Condition: New

About this title

Synopsis

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing.

If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles.

This book is all keen marketers will need for a thorough understanding of how sponsorship works.

About the Author

Ardi Kolah is a senior visiting lecturer on sponsorship, marketing and public relations at Henley Business School, Kingston University Business School and the London Guildhall Faculty of Business and Law, UK. He has been working in the sponsorship industry for over 20 years and holds the prestigious UK Sponsorship Award (formerly Hollis Sponsorship Award) as well as being a fellow of several professional institutes and an elected member of the British Academy of Film and Television Arts.

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