Linking sponsorship and cause related marketing: Complementarities and conflicts

European Journal of Marketing

Volumn 35, Issue 11-12, 2001, Pages 1361-1389

  Polonsky, Michael Jay ^a   Speed, Richard ^b  

^a UNIVERSITY OF NEWCASTLE   (Australia)

^b UNIVERSITY OF MELBOURNE   (Australia)

Author keywords

Cause marketing; Communications; Leverage; Sponsorship

Indexed keywords

EID: 84992859245     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EUM0000000006484     Document Type: Review

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