SMQ Issue 2:3

Contents for SMQ Issue 2:3

Sponsorship and the Olympic Games: The Consumer Perspective
Authors: Dennis M. Snadler, David Shani
Abstract: Sponsorship has been gaining a legitimate and important place in the promotional mix of many firms. With over $3 billion devoted to sponsorship in 1992, a better understanding of how consumers react to sponsorship efforts is necessary. The current study r

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Number One Principle for Sporting Events Seeking Corporate Sponsors: Meet Benefactor’s Objectives
Authors: John R. Kuzma, William L. Shanklin, John F. McCally
Abstract: A burgeoning number of requests from event organizers and charities have caused companies to more carefully scrutinize and evaluate their sponsorship options. This article analyzes the responses from fortune 1000 companies, U.S. Olympic Festival-’90 sponsors, and 1991 International Special Olympic sponsors to identify the relative importance of various issues and objectives in determining sponsorship participation. Thus it should be of value to both event organizers and corporate sponsors.

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Assessing the Economic Impact and Financial Return on Investment of a National Sporting Event
Authors: Douglas M. Turco, Robert Navarro
Abstract: Sporting events are phenomena shared by numerous communities throughout the country that generally make a positive contribution to the local economy. To be able to determine the economic impact of tournaments, championships, and races, is of great value t

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Sport Marketing and Sponsoring: The Experience of Greece
Authors: Makis K. Asimakopoulos
Abstract: Greece international sport marketing sport structure in Greece corporate sponsorship EEC

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The Rise of the Louisville Slugger in the Mass Market
Authors: Lori K. Miller, Lawrence W. Fielding, Brenda G. Pitts
Abstract: The following article is a historical case study on the obstacles confronted by Hillerich & Son and the strategies the company employed to survive in a tumultuous industry. Three key strategies, although historical in nature, are still effectively used by

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SMQ PROfile 2-3
Authors: SMQ Editor
Abstract: Mr. Stephen L. Disson D & F Group

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SMQ Research Highlights
Authors: Tracy L. Schoenadel
Abstract: Is market research utilized as the bottom line for big-time corporations to decide on whether to participate in sponsorship packages? Does sports spectating enhance the social pschological lives of individuals?

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An Assessment of Economic Impact Techniques for Small Sporting Events
Authors: Philip Wang, Richard L. Irwin
Abstract: Many sporting events, ranging from small to large in number of games and attendance, bring financial benefits to the host community each year. Economic impact studies are often conducted to estimate the financial value of these special events and solicit

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