This book examines what sponsorship really is, why it is significant, and examines what it really can offer the enlightened martekeer - are they really sweating their assets. Brands are increasingly reliant on sponsorship, using famous faces to advertise their wares and celebrity endorsements which seem to be the new 'Holy Grail'. One in five advertisements in the UK now features a face, voice or testimony of a sponsored celebrity (Millward Brown). Strategic sponsorship, therefore, appears to be an area of great importance to the Marketing Mix; and yet, as we have noted, it is relatively under-researched or commented on. This book looks at the complex Marketing conditions in which we are currently operating; the opportunity that sponsorship offers to build brand loyalty, increase sales and deliver real returns versus other methods; and the ways in which this might be achieved successfully. Ultimately the overall objective of this book is to emphasise how sponsorship may be leveraged to better effect as a marketing tool. This book aims to help clarify the framework of how sponsorship benefits can be maximised by a greater understanding of the meta-logic behind the process and then build a new generic sponsorship model.
The author has spent the majority of his career in the high octane world of investment banking, working in London, New York and Tokyo. Worryingly he has always had bosses keen for him to go on dangerous expeditions raising money for a variety of children's charities. Some with great success - Mt McKinley, North and magnetic North Pole, Marathon des Sables - and some with less success - Mt Everest (but there's another book in that) and being shot at with bows and arrows in Papua New Guinea. More recently, the author completed a dissertation in 'Sports Sponsorship - An Undervalued Marketing Weapon'. He is passionate about sport, creative sponsorship, travel and his bid, in whatever way, to make the world a slightly better place. This is his first book.
Sports Sponsorship: Going for Gold by Rob Owen
Used - Very Good
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.