Jim Andrews explains the status and role of IEG in delivering information and guidance on sponsorship. He discusses the predominance of sports sponsorship and which sectors are most active in their use of sponsorship, and he analysis the changing role of sponsorship within the marketing mix. Andrews explains the importance of research and the need for activity to be properly measured.
Rines, S. (2004), "Interview with Jim Andrews, Senior Vice President, IEG, Inc.", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 1, pp. 3-6. https://doi.org/10.1108/IJSMS-06-01-2004-B003
Emerald Group Publishing Limited
Copyright © 2004 by Winthrop Publications Limited