TY  - JOUR
AB  - The versatility of sponsorship as a communications medium to a
variety of corporate audiences is examined, with broad clusters of
sponsors based on audience orientation being identified. Audience
priority is examined with reference to sponsor characteristics and the
main promotion instruments used by sponsors to communicate with their
audiences are analysed.
VL  - 25
IS  - 11
SN  - 0309-0566
DO  - 10.1108/EUM0000000000628
UR  - https://doi.org/10.1108/EUM0000000000628
AU  - Crowley Martin G.
PY  - 1991
Y1  - 1991/01/01
TI  - Prioritising the Sponsorship Audience
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 11
EP  - 21
Y2  - 2024/04/19
ER  -