The Dynamics of Sponsorship: Leveraging Brand Equity in Postmodern Markets Год выпуска: 2010Автор: Dr. Edin Guclu SozerИздательство: Страниц: 208ISBN: 3838355652Описание A newly popular member of the integrated marketing communications strategy is the sponsorship of events. Currently, sponsorship activities hold an important share in overall communication budget of brands. This trend also increases the expectations on the return and financial contribution of these investments. This book provides a comprehensive analysis of sponsorship dynamics as well as the exploration of the relationship between sponsorship and customer based brand equity (CBBE). The book explains the details of the research study which measures the effects of sponsorship involvement on CBBE and provides a discussion on the results of the research together with the explanation of implications for brand managers. The comprehensive analysis of sponsorship dynamics and the theoretical model developed make this book a valuable source of information for both researchers and brand managers. For researchers, the book opens a gate for further research to explore the...
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Алина, 12.05 Добрый день! Марина, хочу поблагодарить Вас и Вашу команду (особенно Юлию) за проделанную работу! Курсовая работа принята и защищена с оценкой отлично. Спасибо Вам! Выражаю огромную благодарность за оперативную работу и понимание))
