Sponsorizzazioni ed eventi di comunicazione. Modelli di funzionamento e condizioni di efficacia

[Autom. eng. transl.] The volume offers an in-depth analysis of the two phenomena analyzed: the sponsorship and direct planning by a company of communication events, facilitated by the schematization of the fundamental concepts. The models of functioning reported and the conditions of effectiveness suggested in the volume find their origin in the monographs and in the scientific contributions published in the course of over fifteen years of research, to which reference is made for every possible or necessary deepening. Due to its simple but rigorous approach, the volume also lends itself to consultation by professionals and managers who deal with sponsorships or corporate events, as a useful orientation text for strategic decisions and for the consequent operational management.