Leveraging sponsorship through integrated marketing [electronic resource] /
Keller, Kevin Lane, 1956-
Leveraging sponsorship through integrated marketing [electronic resource] / Kevin Lane Keller. - London : Henry Stewart Talks, 2009. - 1 online resource (1 streaming video file (54 min.) : color, sound). - Sponsorship : from theory to practice and all the latest trends . - Henry Stewart talks. Marketing & management collection. Sponsorship .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: Brand equity and brand building through the brand resonance model -- The role of sponsorship and event management in brand building -- Sponsorship and integrated marketing communications campaigns -- How American Express developed an integrated marketing campaign to leverage their 2006 US Open tennis sponsorship.
Access restricted to subscribers.
Mode of access: World Wide Web.
System requirements: Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+. Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site. Required Desktop Browser plugins & viewers: Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+.
1822 Henry Stewart Talks
Branding (Marketing)
Corporate sponsorship.
Marketing.
Leveraging sponsorship through integrated marketing [electronic resource] / Kevin Lane Keller. - London : Henry Stewart Talks, 2009. - 1 online resource (1 streaming video file (54 min.) : color, sound). - Sponsorship : from theory to practice and all the latest trends . - Henry Stewart talks. Marketing & management collection. Sponsorship .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: Brand equity and brand building through the brand resonance model -- The role of sponsorship and event management in brand building -- Sponsorship and integrated marketing communications campaigns -- How American Express developed an integrated marketing campaign to leverage their 2006 US Open tennis sponsorship.
Access restricted to subscribers.
Mode of access: World Wide Web.
System requirements: Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+. Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site. Required Desktop Browser plugins & viewers: Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+.
1822 Henry Stewart Talks
Branding (Marketing)
Corporate sponsorship.
Marketing.