TITLE

Raising the stakes

AUTHOR(S)
Zammit, Daniel
PUB. DATE
October 2002
SOURCE
Brand Strategy;Oct2002, Issue 164, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the misconceptions on the use of corporate sponsorship as a marketing strategy in Great Britain. Complexity of sponsorship; Need for sponsorship to become an equal marketing discipline; Strategies employed by various business sectors.
ACCESSION #
7584607

 

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