The author argues that Coca - Cola and General Motors sponsor sports for reasons that go beyond
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The author argues that CocaCola and General Motors sponsor sports for reasons that go beyond the desire to boost shortterm sales. He says they are interested in using sports to deliver cultural messages. What are these messages, and why are they interested in delivering them?
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International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
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