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dc.identifier.citation(2016) A serving of simplicity: a case study of sponsorship dynamics and conflicts at Wimbledon, no. 69.
dc.description.abstractIntroduction (part): In the first section of the chapter the reader will be introduced to the concept of sponsorship. Following on with a problem discussion concerning the area of this study. Finally, the purpose for the research will be stated, leading to the research questions. The sports industry is a multi-billion-dollar business that crosses many complicated and unique issues, epitomised by Maria Sharapova's recent doping scandal and subsequent sponsor abandonment. Evolving over the last century, the industry has become a dynamic powerhouse of massive revenues and increased visibility. According to Kotler, Armstrong, Saunder & Wong (1999), modern companies understand the importance of marketing, in order to maintain customer satisfaction they must be innovative in the management of their marketing mix to attain a competitive advantage. Traditionally, companies relied upon advertising, sales promotion and public relations, until sponsorship emerged as a valuable tool for companies to communicate with intended audiences (Kotler et al, 1999). According to Ukman (2015), the escalating costs of traditional advertising, developments in the economy and a continued fragmentation of the media have all contributed to sponsorship's growth. At the time of writing, sponsorship is the world's fastest growing marketing medium (Ukman, 2015).
dc.publisherQueen Margaret University
dc.titleA serving of simplicity: a case study of sponsorship dynamics and conflicts at Wimbledon

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