search query: @author Quester, P. / total: 5
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| Author: | Fahy, J. Farrelly, F. Quester, P. |
| Title: | Competitive advantage through sponsorship A conceptual model and research propositions |
| Journal: | European Journal of Marketing
2004 : VOL. 38:8, p. 1013-1030 |
| Index terms: | Competitive advantage Marketing Resource management Sponsorship |
| Language: | eng |
| Abstract: | The roles played by endorsement in the marketing mix, increasingly become more and more important. The view that sponsorship should be known to be, a strategy activity with the ability to produce a sustainable avantage in the competitive marketplace. Most importantly, the paper argues that two levels of competitive advantage need to be taken into account. Vital to gaining the upper hand in the competitive world of sponsorship is the deployment of a range of organsational resources used to benefit the sponsorship investment. |
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