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Sponsorship: The Research Contribution

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 1991

5260

Abstract

The contribution of research in sponsorship is to replace intuition with informed judgement. Market research can be used to enhance four stages of the sponsorship management process: setting the strategy, selecting the sponsorship activity, optimising the support materials and evaluating the performance of the sponsorship programme.

Keywords

Citation

Parker, K. (1991), "Sponsorship: The Research Contribution", European Journal of Marketing, Vol. 25 No. 11, pp. 22-30. https://doi.org/10.1108/EUM0000000000629

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited

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