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Sport sponsorship

chapter
posted on 2006-01-01, 00:00 authored by Lesley Ferkins, R Garland
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.

History

Title of book

Sport business management in Aotearoa/New Zealand

Chapter number

14

Pagination

274 - 297

Publisher

Thomson Dunmore Press

Place of publication

South Melbourne, Vic.

ISBN-13

9780170128964

ISBN-10

0170128962

Edition

2nd

Language

eng

Publication classification

B1.1 Book chapter; B Book chapter

Copyright notice

2006, Thomson Dunmore Press

Extent

20

Editor/Contributor(s)

S Leberman, C Collins, L Trenberth