Sponsorship-linked marketing : opening the black box
| Contribuinte(s) |
Owens, Deborah L. Hausknecht, Douglas R. Keillor, Bruce D. |
|---|---|
| Data(s) |
2007
|
| Identificador | |
| Publicador |
Praeger Publishers |
| Relação |
Cornwell, T. Bettina, Weeks, Clinton S., & Roy, Donald P. (2007) Sponsorship-linked marketing : opening the black box. In Owens, Deborah L., Hausknecht, Douglas R., & Keillor, Bruce D. (Eds.) Marketing in the 21st Century: Integrated Marketing Communication. Praeger Publishers, pp. 241-280. |
| Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150500 MARKETING #Business, Communication, Corporate sponsorship, Program involvement, Consumer knowledge, Brand equity, Identification, Recall, Memory, Event, Commercials, Prominence |
| Tipo |
Book Chapter |
