TY  - BOOK
AU  - Fortunato, John A.
TI  - Sports sponsorship: principles and practices 
SN  - 9780786474318
AV  - GV 716 .F69 2013 
PY  - 2013///
CY  - London, United Kingdom
PB  - McFarland & Company, Inc., Publishers
KW  - SPORTS SPONSORSHIP
N1  - Includes bibliographical references and index; 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
N2  - 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
ER  -