Improving the Performance of Sponsorship by Ardi Kolah. Published in 2015 by Routledge, 2, Park Square, Milton Park, Abingdon, Oxon, OX14 4RN, UK. Pp: xvii + 320. Price: Not mentioned.
In the early days sponsorship was often treated as being akin to a donation or a fund-raising/public relations effort where monies doled out by a company were based mostly on subjective standards or ‘gut feel.’ There were no scientific studies. Today, without any doubt, sponsorship has become one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing brand sales. Moreover, brokering......