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Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text…

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The Gun Merchants: Politics and Policies of the Major Arms Suppliers focuses on the political and policy considerations in arms transfers, taking into consideration the positions of different arms-exporting countries on the control of conventional arms trade. The…

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Applying Social Cognition to Consumer-Focused Strategy, a book in the Advertising and Consumer Psychology series sponsored by the Society for Consumer Psychology, focuses on the most important recent developments at the interface of social cognition and…

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In this book leading scholars and practitioners present the latest research and theory in customer satisfaction and services marketing with a wealth of stimulating ideas. Topics discussed include: the measurement of the managerial impact on service quality…

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Research on consumption can shed light on many fundamental questions, such as the character of society, including social and cultural dimensions; the relations between the generations; dependency on technology and the risks involved; the rise of Asia and its…

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The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of…

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This important volume documents events and routines defined as public relations practice, and serves as a companion work to the author's The Unseen Power: Public Relations which tells the history of public relations as revealed in the work and personalities of…

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The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective,…

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Anti-consumerism has become a conspicuous part of contemporary activism and popular culture, from ‘culture jams’ and actions against Esso and Starbucks, through the downshifting and voluntary simplicity movements, the rise of ethical consumption and organic and…

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Communication Economics and Development aims to determine a methodology for integrating communication variables into economic development models. The first five chapters of the book cover the theoretical issues and their conceptualization as the basis for…

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How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points…

Event Sponsorship

by Ian McDonnell

|December 4, 2013

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This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an…