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LE PARRAINAGE: D'UNE INTUITION À UNE STRATÉGIE DE COMMUNICATION

NATHALIE FLECK-DOUSTEYSSIER
Décisions Marketing
No. 47 (Juillet-Septembre 2007), pp. 7-20
Stable URL: http://www.jstor.org/stable/40593126
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
LE PARRAINAGE: D'UNE INTUITION À UNE STRATÉGIE DE COMMUNICATION
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Abstract

Le parrainage, terme qui regroupe les notions de sponsoring et de mécénat, est un mode de communication en plein essor, mais encore largement géré de façon « artisanale » et intuitive en entreprise. Que peut-on en attendre et comment en faire un outil efficace de la stratégie de communication de l'entreprise ? Quels sont les choix qui s'offrent à la marque et comment en faire des leviers efficaces par rapport à ses objectifs ? Sponsorship is a communication tool which is constantly growing. But it is still mostly managed in an intuitive way by firms. What can we expect from this and how can we effectively use it as a communication strategy tool for companies? Which choices could the brand make and how to use them as efficient leverages in response to its objectives?

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