Organizational Power Games

Burton, Rick; Quester, Pascale G.; Farrelly, Francis John
March 1998
Marketing Management;Spring98, Vol. 7 Issue 1, p26
As corporate spending on individual sports sponsorships escalates and the opportunities for sponsorship multiply, senior management is being forced to create sports marketing departments to assess those opportunities and measure their ultimate return on investment. To get a better understanding of the evolution under way and how practices change over time, the authors conducted an international study comparing the decision-making processes in well- developed North American sponsorship environments with those in Australia, where sports sponsorship is less developed. INSETS: Let the Games Begin;Let the Games Begin.


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