Christian Lucas
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsorship in a National and International Environment
Paperback Engels 2014 9783658076832Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.
Specificaties
ISBN13:9783658076832
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:185
Uitgever:Springer Fachmedien Wiesbaden
Hoofdrubriek:, Algemeen management, Financieel management, Marketing
Lezersrecensies
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Inhoudsopgave
Comprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan