TY  - ADVS
AU  - Keller,Kevin Lane
TI  - Leveraging sponsorship through integrated marketing
T2  - Sponsorship : from theory to practice and all the latest trends,
PY  - 2009///
CY  - London
PB  - Henry Stewart Talks
KW  - Branding (Marketing)
KW  - Corporate sponsorship
KW  - Marketing
N1  - 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
UR  - https://hstalks.com/bm/1167/
UR  - https://hstalks.com/bm/p/272/
ER  -