Made available in DSpace on 2010-04-20T20:51:09Z (GMT). No. of bitstreams: 0 Previous issue date: 2003-03-24T00:00:00Z / This paper is about the measurement and evaluation of cultural sponsorship's results. It reviews the literature about the theme, identifying investment objectives and evaluation methods for cultural sponsorship. It also investigates the experience of some companies in Brazil, comparing, at the end, corporate practices to the revised theory. / Trata da avaliação de retorno de investimentos em Marketing Cultural. Apresenta uma revisão da literatura sobre o tema, identificando os objetivos dos investimentos e os métodos de avaliação. Investiga a experiência de algumas empresas no Brasil, comparando, ao final, a prática empresarial à literatura revisada.