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Event Sponsorship

by Ian Mcdonnell

|November 23, 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…

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Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending…

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The world's #1 guide to retail success, complete with crucial, up-to-date insights--including new case studies, ideas, strategies, and tactics from today's best retailers, like TopShop, IKEA, and Best Buy. Smart Retail incorporates several valuable chapters,…

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Electronic Inspection Copy available for instructors here Why do you choose the things you buy – such as this textbook, a smartphone or an item of clothing? How often, where, and instead of what? What do you consider a boring necessity or a fun luxury? What do…

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In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the…

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Focusing on the key aspects of setting up an export operation, this text demonstrates how export decisions are actually made and justified financially.

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This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web…

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Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and…

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Clusters of specialized businesses are being promoted around the world, aided by high-profile examples such as Silicon Valley. Using evidence from high- and low-income economies, as well as detailed case studies that show the special conditions behind successful…

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This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for…