000			01290nam a2200229Ia 4500
003			NULRC
005			20250520102735.0
008			250520s9999 xx 000 0 und d
020			_a9780786474318
040			_cNULRC
050			_aGV 716 .F69 2013
100			_aFortunato, John A. _eauthor
245		0	_aSports sponsorship : _bprinciples and practices / _cJohn A. Fortunato
260			_aLondon, United Kingdom : _bMcFarland & Company, Inc., Publishers, _cc2013
300			_axii, 214 pages ; _c27 cm
365			_bUSD66.91
504			_aIncludes bibliographical references and index.
505			_aPromotional 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
520			_aThis 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
650			_aSPORTS SPONSORSHIP
942			_2lcc _cBK
999			_c14194 _d14194