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This book aims to explore the phenomenon of arts sponsorship and its evolution from philanthropic donation to strategic communication tool. The essential objective of this research is to study the current trends and analyse what has caused this transformation and review on the new trends in terms of corporate motivation and involvement in sponsoring the arts. As the world becomes more brand-aware, corporations are catching up with the consumer trends and are focusing on enhancing their brand image than ever before.

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Nadia Hung
na_cocodor London, United Kingdom

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