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Sponsorship: The Research Contribution

Sponsorship: The Research Contribution The contribution of research in sponsorship is to replace intuition with informed judgement. Market research can be used to enhance four stages of the sponsorship management process: setting the strategy, selecting the sponsorship activity, optimising the support materials and evaluating the performance of the sponsorship programme. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Sponsorship: The Research Contribution

Ken Parker
European Journal of Marketing , Volume 25 (11): 9 – Nov 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000629
Publisher site
See Article on Publisher Site

Abstract

The contribution of research in sponsorship is to replace intuition with informed judgement. Market research can be used to enhance four stages of the sponsorship management process: setting the strategy, selecting the sponsorship activity, optimising the support materials and evaluating the performance of the sponsorship programme.

Journal

European Journal of Marketing – Emerald Publishing

Published: Nov 1, 1991

Keywords: Evaluation; Advertising; Marketing research; Sponsorship

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