{"title":"T Bettina Cornwell","description":null,"products":[{"product_id":"sponsorship-in-marketing-book-t-bettina-cornwell-9780415739801","title":"Sponsorship in Marketing","description":"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives.    The book covers every important conceptual and functional area of sponsorship in marketing communications, including:         audiences, strategies and objectives        leveraging and activation        building sponsorship portfolios        measurement and evaluation        ambush marketing        managing relationships        internal audiences        public policy and legal issues      Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49539812262161,"sku":"GOR008789693","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50466745811217,"sku":"CIN0415739802G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51415818862865,"sku":"CIN0415739802VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":52093703651601,"sku":"CIN0415739802A","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0415739802.jpg?v=1751424639"},{"product_id":"sponsorship-in-marketing-book-t-bettina-cornwell-9780367343446","title":"Sponsorship in Marketing","description":"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.   Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including:     understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues   Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.  This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":50697659580689,"sku":"NGR9780367343446","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51221474509073,"sku":"NIN9780367343446","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51847822246161,"sku":"GOR014425199","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":53432517296401,"sku":"CIN0367343444G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0367343444.jpg?v=1750845082"},{"product_id":"influencer-book-t-bettina-cornwell-9780367481162","title":"Influencer","description":"The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves.   Diving deeper than the many \"how-to\" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:    introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing describe how influence is measured and evaluated and look into the future; and bring together the latest research on influencer marketing and organize it for the reader  The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.  The Open Access version of this book, available at http:\/\/www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51001527697681,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51001529991441,"sku":"NIN9780367481162","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52432093806865,"sku":"NLS9780367481162","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0367481162.jpg?v=1750739354"},{"product_id":"sponsorship-in-marketing-book-t-bettina-cornwell-9781032941639","title":"Sponsorship in Marketing","description":"Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.   Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how to implement successful partnerships to achieve branding, communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including the technology-led transformation of sponsorship, audiences, strategies and objectives, leveraging and activation in traditional and social media, building sponsorship portfolios and rosters, managing and ending relationships, and public policy and legal issues. Every chapter includes international case studies and examples, self-test questions, and examples from real organizations, businesses, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition includes expanded coverage of technology, including digital assets and data; influencers, including name and image likeness (NIL); contracts and ‘deliverables’, and ethical issues including sportswashing. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.   This is an essential textbook for any course on sponsorship, and invaluable reading for any practitioner working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.   Additional resources for instructors include slides, videos highlighting concepts, and additional case problems.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":51202127626513,"sku":"NGR9781032941639","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51254680912145,"sku":"NIN9781032941639","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52670601265425,"sku":"NLS9781032941639","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1032941634.jpg?v=1751366104"},{"product_id":"sponsorship-in-marketing-book-t-bettina-cornwell-9781032941608","title":"Sponsorship in Marketing","description":"Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.   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