Table of contents
Sponsorship – Legitimising the Medium
Tony MeenaghanAn introduction to sponsorships as a marketing communication isgiven. The factors underlying the growth of sponsorship are summarisedand the changes currently taking place are…
Prioritising the Sponsorship Audience
Martin G. CrowleyThe versatility of sponsorship as a communications medium to avariety of corporate audiences is examined, with broad clusters ofsponsors based on audience orientation being…
Sponsorship: The Research Contribution
Ken ParkerThe contribution of research in sponsorship is to replace intuitionwith informed judgement. Market research can be used to enhance fourstages of the sponsorship management…
Sponsorship and the Image of the Sponsor
Colin McDonaldThe manner in which sponsorship affects image is unique, and likelyto be missed by conventional measurements of corporate and brand values.The “goodwill” effects engendered by…
Sponsorship and the Drinks Industry in the 1990s
Elizabeth Meerabeau, Roy Gillett, Michael Kennedy, Johnson Adeoba, Michael Byass, Kingsley TabiSponsorship has been a growth area in the marketing mix through the1980s with “corporate” aims joining brand‐directedobjectives in recent years. The alcoholic drinks industry has…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall