Abstract
For many years, sponsorship has occupied an increasingly important role in many marketing and public relations strategies. Nevertheless, there is nothing new about sponsorship as such. Many major household names have been involved in sponsorship for a long time, with Johnnie Walker whisky, for example, having sponsored golf tournaments since the early years of the present century.
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Bibliography
Charity Forum News, 54 Church Street, Tisbury, Salisbury SP3 6NH.
Hollis Sponsorship & Donations Yearbook, Hollis Directories, Contact House, Sunbury-on-Thames TW16 5HG.
Sponsorship News, PO Box 66, Wokingham RG11 4RQ.
Sponsorship Yearbook, Hobsons Publishing pic, Bateman Street, Cambridge CB2 1LZ.
D. Wragg, Effective Sponsorship, Kogan Page.
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© 1995 Norman A. Hart
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Wragg, D. (1995). Sponsorship. In: Hart, N.A. (eds) Strategic Public Relations. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-13481-6_10
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DOI: https://doi.org/10.1007/978-1-349-13481-6_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-13483-0
Online ISBN: 978-1-349-13481-6
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