"Below-the-line" and "sponsoring"

Date of publication: November 6, 1985

Abstract:

In this paper some basic comments are made about a subject - below the line - which normally leads to Babylonian situations. In the first chapter we will deal with a description of the fields of below the line. In the second chapter we will talk about promotions and commotions, whereas in the third chapter we will discuss the place of sport sponsoring in the marketing-mix. Especially the second chapter refers to a just published book about promotions and commotions'.

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