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Article: A RELATIONSHIP MARKETING PERSPECTIVE ON THE SPONSORSHIP OF THE ARTS IN IRELAND: A GALWAY ARTS FESTIVAL-NORTEL NETWORKS CASE STUDY
- Article from:
- Irish Marketing Review
- Article date:
- January 1, 2003
- Author:
CopyrightCopyright Mercury Publications Ltd. 2003. Provided by ProQuest LLC. (Hide copyright information)
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This paper describes and critically discusses a total relationship marketing (TRM) perspective to sponsorship of the arts. Using constructs and concepts from TRM and other contemporary management models, such as complexity and network theory, grounded with empirical evidence generated from an in-depth study of a business/arts relationship, the paper puts forward a new theoretical framework that maps the complex principles, dynamics, processes and outputs involved in this approach. The implications for both theory and practice are significant. This study deepens the theoretical understanding of the impact of a relationship-based approach to sponsorship, and offers insights into further ...
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Article: Professional Services Marketers to Gather for First-of-Its-Kind ...
PR Newswire;
October 28, 2004 ;
700+ words
... ... Company * Michael Donaghey, Founder, Business Development Institute * Debby Foster, Director of Alumni Relations and Sports Sponsorships, BearingPoint The conference will be held on November 3rd from 9:00AM to 5:00PM at the Microsoft Customer Briefing Center ...
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