Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their...

1. Rewiring our thinking on sponsorship -- 2. The business of sponsorship -- 3. Process of selecting a sponsorship property -- 4. Process of selling a sponshorship property -- 5. Creativity in sponshorship -- 6. Ethical issues in sponsorship -- 7. Legal principles of sponsorship -- 8. Ambush...