Sponsorship: The Research Contribution
- 1 November 1991
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 25 (11) , 22-30
- https://doi.org/10.1108/eum0000000000629
Abstract
The contribution of research in sponsorship is to replace intuition with informed judgement. Market research can be used to enhance four stages of the sponsorship management process: setting the strategy, selecting the sponsorship activity, optimising the support materials and evaluating the performance of the sponsorship programme.Keywords
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