Too much demand, not enough supply

Barrand, Drew
December 2006
Marketing (00253650);12/20/2006 Marketing Manual Supplem, p48
Trade Publication
This article discusses the need for a firm to plan properly before embarking on a sponsorship deal, with specific reference to the issue of supply and demand in the sponsorship industry. It is informed that companies often appear to rush in without thinking about the associations that they would have after a deal. It is highlighted that such moves lack plans which eventually result in failure. In the wake of such results, it is assumed that the industry does not deliver value for money.


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