Ferkins, Lesley and Garland, Ron 2006, Sport sponsorship. In Leberman, Sarah, Collins, Chris and Trenberth, Linda (ed), Sport business management in Aotearoa/New Zealand, Thomson Dunmore Press, South Melbourne, Vic., pp.274-297.
OBJECTIVES By the end of this chapter, readers will be able to: • describe the nature and role of sponsorship as part of a company's marketing mix; • be familiar with terminology relating to sponsorship and integrated sponsorship marketing; • discuss the background and growth of sponsorship as a marketing discipline globally and in New Zealand; • understand corporate methodology for measuring sponsorship effectiveness; • identify models for sponsorship selection, planning, management and evaluation; • understand the role of research in sponsorship; • describe techniques for developing a sponsorship proposal; • be familiar with global and local trends in sponsorship; • understand legal implications, including contracts/agreements, ambush marketing and cause-related sponsorship.
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