An objective-based evaluation of sport sponsorship in China

摘要：

Introduction Modern marketing directors use a sole profit and loss assessment when selecting sponsorship proposals. Some proposals are evaluated by quantitative criteria such as media coverage value; others are assessed by comprehensive models such as the IEG Research has produced criteria and evaluation models on how corporations can benefit and achieve marketing objectives via sport sponsorships. However, the individual objectives and needs of sponsors should be prioritised. This study develops an objective-based method to evaluate sport sponsorship within the Chinese context.

作者: Shen Jia

作者单位: Shanghai University Of Sport, China

会议类型: 国际会议

会议名称: 2008年奥林匹克科学大会

会议地点: 广州

会议语种:英文

页码: 538

在线出版日期: 2008-08-01（万方平台首次上网日期，不代表论文的发表时间）