| Author: | Polonsky, M. J. Speed, R. |
| Title: | Linking sponsorhip and cause related marketing: complementaries and conflicts |
| Journal: | European Journal of Marketing
2001 : VOL.35:11-12, p. 1361-1385 |
| Index terms: | Sponsorship Marketing Communication |
| Language: | eng |
| Abstract: | Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). The paper explores the relationship between sponsorship and CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM-leveraging of sponsorhip. |
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