Sponsorship and Measurability of Its Effects

Sponsorship and Measurability of Its Effects

Basics, Concepts and Methods: A Corporate Communication Perspective

LAP Lambert Academic Publishing ( 22.04.2010 )

€ 59,00

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Sponsorship has become a communication tool which transcends all boundaries of marketing, public relations and corporate communication. However, despite its popularity across a variety of sectors, it has traditionally been defined in a limited sense which has led to its underestimation. Exploring the basics, functions and relationship of sponsorship with other communication tools, this book, therefore, provides a deep analysis into the measurability of sponsorship, which has so far been ignored. Current practices on sponsorship measurement with further suggestions should help to validate the legitimization of sponsorship as a commercially beneficial communication tool, and should be especially useful to professionals in Corporate Communication, Marketing and Public Relations fields, or anyone else who might be considering integrating sponsorship into their corporate communication strategies.

Детали книги:

ISBN-13:

978-3-8383-5995-3

ISBN-10:

383835995X

EAN:

9783838359953

Язык книги:

English

By (author) :

Kader Demirci

Количество страниц:

140

Опубликовано:

22.04.2010

Категория:

Реклама, маркетинг