2015 | OriginalPaper | Buchkapitel
College Athletics as a Marketing Tool: Impact on Benefactor Generosity
verfasst von : John F. Gaski
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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In this paper the different types of marketing activities practiced by universities are outlined. Among these is the operation of the athletic program which can generate funds in a number of ways, perhaps even by eliciting greater gift-giving by university patrons. Results are presented from a pilot study designed to assess the plausibility of this hypothesis.