[Download] "Sponsorship in the Trenches': Case Study Evidence of Its Legitimate Place in the Promotional Mix." by The Sport Journal * eBook PDF Kindle ePub Free

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eBook details

• Title: Sponsorship in the Trenches': Case Study Evidence of Its Legitimate Place in the Promotional Mix.
• Author : The Sport Journal
• Release Date : January 01, 2007
• Genre: Reference,Books,
• Pages : * pages
• Size : 350 KB

Description

Abstract An important theme in sponsorship literature involves its definition and its place in marketing theory. With regards to the latter, differing opinion exists as to whether sponsorship is a subset of advertising or whether it is a distinct member of the promotional mix. This research adopts a case study approach to argue that sponsorship should be viewed--both in marketing theory and in business practice--as a distinct and legitimate member of the promotional mix. The subject of the case is KMAC, a sports marketing agency specializing in sponsorship. Results support sponsorship's inclusion in the promotional mix and outline future research.

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