Proceedings of the 1995 World Marketing Congress
This volume includes the full proceedings from the 1995 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on variou
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K. Grant I. Walker Editors
Proceedings of the 1995 World Marketing Congress
Proceedings of the 1995 World Marketing Congress
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
K. Grant and I. Walker Editors
Proceedings of the 1995 World Marketing Congress Presented by the Academy of Marketing Science and hosted by The Department of Marketing, Monash University Melbourne, Australia
Melbourne, Australia July 6-10, 1995
Editors K. Grant Monash University Melbourne, VIC Australia
I. Walker Monash University Melbourne, VIC Australia
Reprint from Original edition World Marketing Congress, Volume VII-III edited by K. Grant and I. Walker Copyright © Academy of Marketing Science 1995 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-17310-8 ISBN 978-3-319-17311-5 (eBook) DOI 10.1007/978-3-319-17311-5 Library of Congress Control Number: 2015938792 Springer Cham Heidelberg New York Dordrecht London © Academy of Marketing Science 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.
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INDEX - ABSTRACTS AND PAPERS SESSION 11: Sunday 9 July 4.15 - 5.15 pm 11.2
The Olympics and the Marketing of Sports: Special Issues in Sponsorship Rethinking Media Evaluation: Tobacco Sponsorship Messages and Narrative Conventions in Motorsport Telecasts Robert E C Sparks, University ofOtago The Influence of Sponsorship on Product Recall and Image Among Sport Spectators
Page No.
3
8
Douglas M Turco, Illinois State University Short Term Recall and Recognition of Advertising and Signage in Telecast Stadium Sporting Events Nigel K L Pope, Griffith University Kevin E Voges, Griffith University
11.3
11.4
11.5
International Trade, Joint Ventures and Related Strategies: Issues in Jo
