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, 2056-4570 . - Henry Stewart talks. Business & 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.
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, 2056-4570 . - Henry Stewart talks. Business & 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.
1822 Henry Stewart Talks
Branding (Marketing)
Corporate sponsorship.
Marketing.