Analysis reveals how sponsorship impacts marketing decisions and promotion strategies.
Sponsorships have been a longstanding element in the corporate portfolio of social investments. However, in the last decade, sponsorships have moved from a philanthropic orientation to a market-driven one. Subsequently sponsorships have evolved to represent only the basis of extensive sponsorship-linked marketing programs. The author examines the implications of sponsorship for marketing decisions in general and promotion decisions specifically
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T. Bettina Comwell (1995) studied this question.
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