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"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and … organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how … sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and …
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This paper examines how Sweden and the United States have been impacted by philanthropic activities, commercialization of university-based knowledge and international entrepreneurship. The analysis comprises a detailed case study of Swedish and U.S. universities, as well as a statistical...
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