Event Sponsorship (PDF)
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The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what is sponsorship, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e - marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process.
Ian McDonnell is a Senior Lecturer at University of Technology, Sydney. Ian's research interests lie in the areas of international tourism marketing; tour guides; tourism precincts; cultural tourism; and special event sponsorship. He is a co-author of the best selling 'Festival and Special Event Management' text book, translated into four languages and now in its fifth edition.
Malcolm Moir is Head of External Relations and Philanthropy at Sydney Festival. He has worked in the arts and events area since 1981 and held positions ranging from Box Office Co-ordinator to General Manager. Sponsorship, commercial development, government funding and philanthropy are his areas of speciality. He has worked for organisations including Opera Australia, Sydney Opera House, Opera New Zealand, Sydney Organising Committee for the Olympic Games, Powerhouse Museum , Sydney Festival as well as many contract sponsorship assignments.
- Autoren: Ian McDonnell , Malcolm Moir
- 2013, 160 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1136288783
- ISBN-13: 9781136288784
- Erscheinungsdatum: 04.12.2013
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- Größe: 2.17 MB
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