This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.
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T. Bettina Cornwell (2008) studied this question.
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