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" Sponsorship : "
Guy Masterman.
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BL
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| Record Number
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1042854
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| Doc. No
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b797224
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| Main Entry
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Masterman, Guy.
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| Title & Author
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Sponsorship : : for a return on investment /\ Guy Masterman.
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| Publication Statement
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Oxford :: Butterworth-Heinemann,, 2007.
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| Page. NO
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xii, 267 pages :: illustrations ;; 24 cm
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| ISBN
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0750668377
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: 0750686405
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: 9780750668378
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: 9780750686402
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction; Chapter One: Overview and historical emergence of Sponsorship; Chapter Two: Integrated marketing communications; Chapter Three: Sponsorship A Communications Tool; Chapter Four: Types of Sponsorship; Chapter Five: Rights, Assets and Inventory; Chapter Six: Developing Sponsorship Programmes; Chapter Seven: Developing Sponsorship Agreements; Chapter Eight: Selling Sponsorship; Chapter Nine: Rights Exploitation; Chapter Ten: The success of Sponsorship; Chapter Eleven: Evaluation; Chapter Twelve: Sponsorship in the Sports Industry; Chapter Thirteen: Sponsorship for Public Sector Leisure Services; Chapter Fourteen: Sponsorship for Private Sector Leisure Provision; Chapter Fifteen: Contemporary Issues.
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| Abstract
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"This text provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives." "A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis."--Jacket.
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| Subject
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Portfolio management.
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Sports sponsorship.
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Sports-- Finance.
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Portfolio management.
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Portfolio management.
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Sports sponsorship.
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Sports sponsorship.
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Sports-- Finance.
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Sports-- Finance.
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| Dewey Classification
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796.0691
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| LC Classification
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GV716.M37 2007
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| NLM classification
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F713.50clc
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