Improving the Performance of Sponsorship

Improving the Performance of Sponsorship
Author :
Publisher : Routledge
Total Pages : 401
Release :
ISBN-10 : 9781317444701
ISBN-13 : 1317444701
Rating : 4/5 (701 Downloads)

Book Synopsis Improving the Performance of Sponsorship by : Ardi Kolah

Download or read book Improving the Performance of Sponsorship written by Ardi Kolah and published by Routledge. This book was released on 2015-06-12 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


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