Sponsorship-linked marketing : opening the black box
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.
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|Item Type:||Book Chapter|
|Keywords:||Business, Communication, Corporate sponsorship, Program involvement, Consumer knowledge, Brand equity, Identification, Recall, Memory, Event, Commercials, Prominence|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||21 Nov 2011 15:48|
|Last Modified:||19 Jan 2012 15:45|
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