Sponsorship Marketing Goes Global
The importance of integrating a sponsorship marketing program into your overall marketing plans
Phillipe ColinSponsorClick
In this period of economic uncertainty, global marketing professionals must use the greatest discretion when choosing activities to include in their marketing budgets. Sponsorship marketing, as a component of the marketing mix, has not enjoyed the same prominence as other marketing activities, namely, print advertising and PR. However, the balance is shifting advertising now represents less than half of most marketing budgets.
Now that global marketers understand the benefits, sponsorship marketing is quickly gaining ground in the race for...