Sponsorship: The Research Contribution

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.

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