Proud Sponsor Scores Through Strategic Event Marketing

John A. Lebbad

This article describes how Sears, Roebuck and Co turned the business around through integrated marketing.

Proud Sponsor Scores Through

Strategic event marketing

John A. Lebbad Sears, Roebuck and Co.

'Brought to you by' and 'proud sponsor of' have become highly recognizable phrases as savvy marketers have learned to leverage event marketing as a successful and often essential ingredient in the integrated marketing mix.

As the popularity of this powerful marketing discipline continues to grow, today's event sponsorship challenges are not only to reach your customers and associates, but to differentiate your product or company from multiple sponsors. For many, event sponsorship creates a valuable opportunity to sell product by driving traffic into retail stores....

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