Sponsorship : A marketing perspective

• Main Authors: Lam, Wendy Wen Li, Ong, Fiona Ling Tee, Lee, Jeanette Lye Ming
• Other Authors: S. Palvia
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/63735
• Institution: Nanyang Technological University

The motivation behind our study, "Sponsorship: A Marketing Perspective", is that sponsorship is a fast growing but little understood communication tool. The four objectives. of our study are the role, approach, selection and evaluation of sponsorship as perceived by organizations. The a...