I found notification on this paper on the CIM website. The paper seeks to provide marketers with insights into: identifying sports fans that will be most responsive to their marketing efforts; where to find these fans; how to communicate with them to achieve maximum impact with sponsorship; and how to invest marketing budgets more efficiently. Currently, many brands in sports marketing are investing in a marketing mix that does not provide the best solution.
This is what marketing is all about. Understanding how a target market thinks, how they can be segmented and when to contact them. It can help you position your business more effectively as well as save time and resource by targeting in the correct way. That is exactly what we do, all day every day!
Source Journal of Brand Strategy, Vol 2(2) 2013, pp146-154 (Reisman and Eccleston)
For more information on this topic, contact russ@rfm.co.uk
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