Electronic Resource
Bradford
:
Emerald
European journal of marketing
33 (1999), S. 250-272
ISSN:
0309-0566
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Presents the results of an analysis of 28 national and multi-national Canadian firms that had been involved in sport sponsorships at the national or international levels. Detailed interviews were conducted with senior marketing personnel in each company to determine how sponsorships were created and managed. Suggests that those firms which were successful had, either knowingly or fortuitously, developed their sponsorship into a distinctive competence and made it an intrinsic part of the overall marketing and communications mix. By contrast, those that were unsuccessful entered into sponsorship agreements on a more piecemeal basis with little thought of building a coherent marketing image.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/03090569910253044
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