State of the art and science in sponsorship-linked marketing

被引：155
作者：
Cornwell, T. Bettina [1 ]
机构：
[1] Univ Michigan, Div Kinesiol, Sport Management Program, Ann Arbor, MI 48109 USA
来源：
JOURNAL OF ADVERTISING | 2008年 / 37卷 / 03期
基金：
中国国家自然科学基金;
关键词：
D O I：
10.2753/JOA0091-3367370304
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.
引用
收藏
页码：41 / 55
页数：15
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