Leveraging sponsorship through integrated marketing [electronic resource] / Kevin Lane Keller.

By:

Keller, Kevin Lane, 1956- [spk]

Material type:

FilmPublisher number: 1822 | Henry Stewart TalksSeries: Henry Stewart talks. Marketing & management collection. SponsorshipPublication details: London : Henry Stewart Talks, 2009.Description: 1 online resource (1 streaming video file (54 min.) : color, sound)Subject(s):

Online resources:

Contents:

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.

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Holdings
Item type	Current library	Home library	Status
Books	Chinhoyi University of Technology Libraries	Chinhoyi University of Technology Libraries	Available

Animated audio-visual presentation with synchronized narration.

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Mode of access: World Wide Web.

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