Sport sponsorship is gaining increasing attention in marketing research and practice. While the industry of sport sponsorship is booming, sponsoring companies are increasingly practising multi-site sponsorship strategies by combining traditional forms of sponsorship with an online presence. Yet,...

If B2B and B2C should be considered distinct domains, is an ongoing debate in marketing research and practice. Recent contributions in the IMP group tried to solve this century old dichotomy. With this paper the authors contribute to this cultural debate showing the importance that product...

In this paper we would like to investigate which are the most relevant categories of stakeholders for the real estate business. In order to do so we initially define the cultural/managerial aspects of firms specialised in real estate. I.e. identify the nature of íproject-based firmsî as...