Global Sport Sponsorship
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Global Sport Sponsorship by T. Bettina Cornwell
Book DescriptionEstimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; the utilization of sponsorship in the construction of global alliances; using sponsorship to negotiate local markets and the development of effective methods of evaluation. Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries.
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Book DetailsISBN: 9781845200800
(234mm x 156mm x 20mm)
Imprint: Berg Publishers
Publisher: Bloomsbury Publishing PLC
Publish Date: 1-Jul-2005
Country of Publication: United Kingdom
Books By Author T. Bettina Cornwell
Global Sport Sponsorship, Paperback (July 2005)» View all books by T. Bettina Cornwell
Provides a comprehensive analysis of global sport sponsorship industry. This book covers topics including: the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; and, using sponsorship to negotiate local markets.
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Author Biography - T. Bettina Cornwell
John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.
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