... sports’ 80% share in 1995 (Thwaites, 1995), suggesting that other sponsorship categories such as arts sponsorship are gaining favour. Relationship marketing Sponsorship Sponsors Sponsored organisations Arts sponsorship Reciprocity Reputation Ambition Uncertainty Co-creation Corporate...

...Charles J. Shelley Explores the concept of uncertainty in marketing decision making. Offers a structure of a decision dilemma with advice on how to evaluate possible scenarios arising from it. Examines the significance of probability, demonstrating the combination of probability and economic...

... of satisfaction are not the same as the elements of dissatisfaction. Considers the results of a satisfaction survey, finding that the zone of uncertainty is very difficult to measure, since it may be influenced by various externalcircumstances. Aims to bring the notion of dissatisfaction and the zone...