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Keywords: benchmarking
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2001) 2 (4): 85–97.
Published: 01 January 2001
...Louella Miles Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is discussed in order to help determine the likely success or failure of any particular sponsorship...
