Books by Guy Masterman

Provides an insight on the use of sponsorship for a return on investment. This book builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship. It provides a selection of examples and case studies to demonstrate the importance of sponsorship.

Provides students and event managers with an insight into the strategic and innovative marketing of events of almost all scales and nature. This book presents them with an understanding of how to integrate the range of marketing tools and techniques to communicate and promote events.