Год выпуска: 2010 Автор: Kader Demirci Издательство: LAP Lambert Academic Publishing Страниц: 140 ISBN: 9783838359953
Описание
Sponsorship has become a communication tool which transcends all boundaries of marketing, public relations and corporate communication. However, despite its popularity across a variety of sectors, it has traditionally been defined in a limited sense which has led to its underestimation. Exploring the basics, functions and relationship of sponsorship with other communication tools, this book, therefore, provides a deep analysis into the measurability of sponsorship, which has so far been ignored. Current practices on sponsorship measurement with further suggestions should help to validate the legitimization of sponsorship as a commercially beneficial communication tool, and should be especially useful to professionals in Corporate Communication, Marketing and Public Relations fields, or anyone else who might be considering integrating sponsorship into their corporate communication strategies.
