More effective sports s ponsorship - combining and integrating key resources and capabilities of international sports events and their major sponsors
Year of publication: |
[2016]
|
---|---|
Authors: | Healy, Paul M. ; Serafeim, George |
Publisher: |
[Boston, MA] : Harvard Business School |
Subject: | sponsorship | sports organizations | case study | business relationships | collaborative marketing | value co-creation | relationship portfolio management | Value Creation | Cases | Marketing | Sports | Sports Industry | Europe | Betriebliche Wertschöpfung | Value creation | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Sport | Sportveranstaltung | Sport event | Ressourcenorientierter Ansatz | Resource-based view | Lieferantenmanagement | Supplier relationship management | Sportmanagement | Sport management | Beziehungsmarketing | Relationship marketing | Europa | Profisport | Professional sports | Sportorganisation | Sport organization |
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