Taylor and Francis Group, London and New York (2014)

摘要

Event Sponsorship (2014) by McDonnell and Moir is a brief guidebook to event sponsorship, through definitions and practical applications. The book is organized into ten chapters covering sponsorship related content ranging from what is sponsorship, to sponsorship as a marketing medium to the benefits to the sponsor from marketing and additional chapter on the fit between sponsor and sponsee, marketing communication, the sponsorship proposal, return on investment, measurement and assessment, alternatives to sponsorship and trends. Each chapter begins with learning outcomes indicating "the student will be able to". Chapters close with summary and discussion questions and a case plus chapter references. In some instances vignettes or scenarios, not cases are presented to help illustrate the topic. Pages at the beginning of the book also provide a list of tables and figures, case studies and illustrations.