dc.contributor.author |
Van Heerden, Cornelius Hendrik, 1957-
|
|
dc.contributor.author |
Van Heerden, Neels, 1957-
|
|
dc.contributor.author |
Du Plessis, P.J.
|
|
dc.date.accessioned |
2008-09-29T07:05:19Z |
|
dc.date.available |
2008-09-29T07:05:19Z |
|
dc.date.issued |
2004-03 |
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dc.description.abstract |
The aim of this paper is to establish a framework that may contribute to African sport manager's understanding of sport sponsorship management and decision-making. In this paper a number of focus areas, that outline the sport sponsorship management and decision-making process, are proposed. These focus areas are:
· Sport sponsorship management principles
· Management tasks
· Budgeting
· Sport sponsorship objectives
· Sponsored property analysis
· Sport sponsorship audiences
· The use of marketing and communication mix variables
· Cross-impact, tie-ins and leverage
· Sport sponsorship evaluation
A survey among main South African sponsors analysed their decision-making approach within each of the focus areas. The findings are analysed and possible applications to the rest of Africa are proposed. |
en |
dc.identifier.citation |
Van Heerden, CH & Du Plessis, PJ 2004, 'An analysis of sport sponsorship management in South Africa - implications for Africa', African Journal for Physical, Health Education, Recreation & Dance, vol. 10, no. 1, pp. 71-89. [http://www.ajol.info/journal_index.php?jid=153&ab=ajpherd] |
en |
dc.identifier.issn |
1117-4315 |
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dc.identifier.uri |
http://hdl.handle.net/2263/7383 |
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dc.language.iso |
en |
en |
dc.publisher |
Africa Association for Health, Physical Education, Recreation, Sport and Dance |
en |
dc.rights |
Africa Association for Health, Physical Education, Recreation, Sport and Dance |
en |
dc.subject |
Sport sponsorship management |
en |
dc.subject |
Objectives |
en |
dc.subject |
Leverage |
en |
dc.subject |
Measurement |
en |
dc.subject.lcsh |
Sports sponsorship -- South Africa |
en |
dc.title |
An analysis of sport sponsorship management in South Africa - implications for Africa |
en |
dc.type |
Article |
en |