search query: @author Amis, J. / total: 2
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| Author: | Amis, J. Slack, T. Berrett, T. |
| Title: | Sport sponsorship as distinctive competence |
| Journal: | European Journal of Marketing
1999 : VOL. 33:3/4, p. 250-272 |
| Index terms: | MARKETING EUROPE SPONSORSHIP |
| Language: | eng |
| Abstract: | The article presents the results of an analysis of 28 national and multi-national Canadian firms that had been involved in sport sponsorship at the national and international levels. Detailed interviews were conducted with senior marketing personnel in each company to determine how sponsorships were created and managed. The article suggests that those firms which were successful had, either knowingly or fortuitously, developed their sponsorship into a distinctive competence and made it an intrinsic part of the overall marketing and communications mix. |
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