Sports Sponsorship and Marketing Communications

A European Perspective

Wim Lagae

250 pages, parution le 24/01/2005

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Résumé

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.

Features

Chapter Overview sets up the chapter structure.
Teaching Objectives clearly outlines material to follow.
Sections and Sub Headings in the main text aid in digesting the important facts.
Tables and diagrams help conceptualise concepts.
Mini cases and worked-out examples illustrate the core theme.
End-of-chapter key terms, review questions, discussion questions and a summary provide reinforcement of key concepts.
Comprehensive follow-up cases at the end of each chapter demonstrate real-world situations.
Endnotes offer access to relevant literature to enable further study and research.

Sommaire

Sport, marketing and communication
Sports sponsorship
Sport sponsoring and public relations
Sports sponsorship and advertising
Sports sponsorship and direct marketing
Sports sponsorship and sales promotion
The effectiveness of sports sponsorship communication

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Wim Lagae
Parution	24/01/2005
Nb. de pages	250
Format	17 x 23,5
Couverture	Broché
Poids	445g
Intérieur	Noir et Blanc
EAN13	9780273687061
ISBN13	978-0-273-68706-1