Managerial mindsets and the symbiotic relationship between sponsorship and advertising

Marketing Intelligence & Planning

Volumn 16, Issue 6, 1998, Pages 369-374

  Zafer Erdogan, B ^a   Kitchen, Philip J ^b  

^a DUMLUPINAR UNIVERSITY   (Turkey)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Advertising; Marketing communications; Marketing management; Marketing strategy; Promotional mix; Sponsorship

Indexed keywords

EID: 84986180480     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634509810237578     Document Type: Article

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