Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsorship in a National and International Environment, Applied Marketing Science / Angewandte Marketingforschung
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Zusatztext
InhaltsangabeComprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.
Autorenportrait
Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.
Weitere Details
Erschienen: 07.11.2014
Umfang: xix, 185 S., 23 s/w Illustr., 185 p. 23 illus.
Sprache: ENG
Einband: KT
ISBN/EAN: 9783658076832
Umbreit-Nr.: 7225746
