Leveraging sponsorship through integrated marketing [electronic resource] / Kevin Lane Keller.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Sponsorship: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (54 min.) : color, sound)Subject(s): Branding (Marketing) | Corporate sponsorship | MarketingOnline resources: Click here to access online | Series 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.
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Mode of access: World Wide Web.