Fortunato, John A. <br/><br/>
Sports sponsorship :  principles and practices / 
John A. Fortunato 
 - London, United Kingdom :  McFarland & Company, Inc., Publishers,  c2013 
 - xii, 214 pages ;  27 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Promotional communication and persuasion -- The principles of sponsorship -- Sponsorship selection : audience variables, cost and exclusivity -- Sponsorship selection : brand association -- Sponsorship activation -- Hindrances to a successful sponsorship -- Sponsorship of individuals -- Sponsorship and corporate social responsibility -- Sponsorship evaluation  
<br/><br/> This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities 
<br/><br/><label>ISBN: </label>9780786474318 
<br/><br/><label>Subjects--Topical Terms: </label><br/>SPORTS SPONSORSHIP
<br/><br/><label>LC Class. No.: </label>GV 716 .F69 2013