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Integrated advertising and sponsorship in corporate marketing through televised sport

Smolianov, Peter. 2003, Integrated advertising and sponsorship in corporate marketing through televised sport, Ph.D. thesis, Bowater School of Management and Marketing, Deakin University.

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Title Integrated advertising and sponsorship in corporate marketing through televised sport
Author Smolianov, Peter.
Institution Deakin University
School Bowater School of Management and Marketing
Faculty Faculty of Business and Law
Degree name Ph.D.
Date submitted 2003
Keyword(s) Television advertising - Management
Corporate sponsorship - Management
Television broadcasting of sports
Summary To determine how integrated TV advertising and event sponsorship should be managed, a theoretical framework derived from exploratory research was validated by 16 experts and used in 12 case studies. The research identified the key techniques that led to increased corporate sales - 4 key campaign steps and four key objectives with necessary performance measures,
Language eng
Description of original x, 306 leaves ; 30 cm.
Dewey Decimal Classification 659.143
Persistent URL http://hdl.handle.net/10536/DRO/DU:30026779

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Created: Thu, 01 Apr 2010, 15:47:50 EST

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