Eagle, Lynne (2005) Sponsorship. In: Kitchen, Philip J., de Pelsmacker, Patrick, Eagle, Lynne, and Schultz, Don E., (eds.) A Reader In Marketing Communications. Taylor & Francis, Oxon, RN, pp. 157-177.

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[Extract] This paper illustrates the growing importance of sponsorship as a strategic marketing communications areas- how to evaluate return on investment. The cases used to illustrate the complexity of effective and efficient sponsorship management relate to high-profile sports that are increasingly global in profile. Thus investment in sport sponsorship in one country may result in exposure in many other markets.

Item ID: 20448
Item Type: Book Chapter (Research - B1)
ISBN: 978-0-415-35648-0
Keywords: sponsorship, marketing communications
Date Deposited: 28 Jun 2013 00:28
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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