'We All Speak Football': An Investigation of the Benefits of A Consumer-oriented, Globally Integrated Marketing Communications Campaign in The Context of The Sponsorship of A Major International Sporting Event: A Case Study on the Coca-Cola Company and the 2006 FIFA World Cup

'We All Speak Football': An Investigation of the Benefits of A Consumer-oriented, Globally Integrated Marketing Communications Campaign in The Context of The Sponsorship of A Major International Sporting Event: A Case Study on the Coca-Cola Company and the 2006 FIFA World Cup

(Globally) Integrated Marketing Communications (GIMC) has received considerable attention within academic literature over the past twenty years and has provoked important debates. Despite this, many authors have merely concentrated on the potential benefits that can be acquired. Although some have h...

Full description

Bibliographic Details
Main Author: Capewell, Luke
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2006
Subjects:
GIMC
IMC
Coca-Cola
World Cup
Sponsorship
Online Access:https://eprints.nottingham.ac.uk/20284/

Similar Items

Similar Items