Leveraging sponsorship through integrated marketing [electronic resource] / Kevin Lane Keller.
Material type:![Film](/opac-tmpl/lib/famfamfam/VM.png)
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.