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Informationen zum Autor Currently the Head of Sport at Sheffield Hallam University. Guy was Assistant Professor at the Sports Management Tisch Center for Hospitality, Tourism & Sports Management at New York University. Klappentext Provides an insight on the use of sponsorship for a return on investment. This book builds a conceptual framework for the development! planning! implementation and evaluation of strategies for sport! arts! music and community sponsorship. It provides a selection of examples and case studies to demonstrate the importance of sponsorship. Zusammenfassung Provides an insight on the use of sponsorship for a return on investment. This book builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship. It provides a selection of examples and case studies to demonstrate the importance of sponsorship. Inhaltsverzeichnis Introduction; Section One: Sponsorship Explained; Chapter 1: The Emergence of Sponsorship; Chapter 2: Sponsorship Defined; Chapter 3: Sponsorship: An integrated communications tool; Section Two: Rights; Chapter 4: Sponsorship Rights; Chapter 5: Endorsement; Chapter 6: The Media and Sponsorship; Chapter 7: Recruiting Sponsors and Developing Sponsorship Programmes; Chapter 8: Selling Sponsorship; Section Three: Successful Sponsorship; Chapter 9: Strategic Management and Integration; Chapter 10: Rights Exploitation; Chapter 11: Evaluation; Chapter 12: Sponsorship Aware!
