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商品編號： 9-599-027 出版日期： 1998/12/30 作者姓名： Greyser, Stephen A.;Teopaco, John L. 商品類別： Marketing 商品規格： 10p 再版日期： 地域： United States 產業： Insurance;Arts, entertainment & sports;Finance & insurance 個案年度： 1998 - 1998
商品敘述：
Examines sports sponsorship at John Hancock through 1998 and prospectively beyond. From its early sponsorship of the legendary Boston Marathon, the company had expanded its activities substantially. It was one of the worldwide ""Top Sponsor"" companies of the Olympics, a very significant expenditure. The company also sponsors the U.S. Tour of World Gymnastics Champions and Figure Skating Champions. Students must analyze the company''s activities in the context of benefits to John Hancock and its constituencies. Considerable description is included of ways the company tries to ""leverage"" its sponsorships. The company''s principles of sports sponsorships are included.
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