search query: @indexterm organizational goals / total: 136
reference: 36 / 136
| Author: | Zentes, J. Deimel, K. |
| Title: | Mecenat, encouragement a la culture, sponsoring - De nouvelles chances pour le marketing = Patronage, encouraging culture, sponsorship. New prospects for marketing |
| Journal: | Revue Francaise du Marketing
1991 : NO. 131, p.13-29 |
| Index terms: | SPONSORSHIP CULTURE ORGANIZATIONAL GOALS ADVERTISING EXPENDITURE GERMANY |
| Language: | fre |
| Abstract: | The concept of sponsorship is defined. Sponsorship as a marketing tool is characterized. A clear distinction between patronage and sponsorship is made. The relationship between the supportive and the commercial goals is examined. It is shown how the sponsored activities used to be chosen. A number of analogies between the German and French markets are drawn in relation to advertising, publicity and sponsorship. Data are presented and analyzed on the sponsorship of sporting, cultural and social activities in Germany. Sponsorship as an important element within the strategy of development and continuation of corporate identity is investigated. Some current problems of sponsorship are considered. |
SCIMA