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Sponsorship: The Research Contribution

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 1991

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