書誌事項
- 公開日
- 1991-11-01
- 権利情報
-
- https://www.emerald.com/insight/site-policies
- DOI
-
- 10.1108/eum0000000000627
- 公開者
- Emerald
この論文をさがす
説明
<jats:p>An introduction to sponsorships as a marketing communication is given. The factors underlying the growth of sponsorship are summarised and the changes currently taking place are outlined: the new type of sponsor; the changing patterns of sponsorship expenditure; the better range and quality of support services; the development of a global perspective. The future prospects are summarised. The nature of sponsorship is shown to be a versatile medium, fulfilling many of the basic functions performed by other elements of the marketing communications mix, although it may be perceived both by sponsors and recipients as not being a wholly legitimate process.</jats:p>
収録刊行物
-
- European Journal of Marketing
-
European Journal of Marketing 25 (11), 5-10, 1991-11-01
Emerald