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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.
Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/2220 |
Date | 24 March 2003 |
Creators | Betts, Susan Jenny |
Contributors | Bendit, Zilla Patricia, Reinaldo, Hugo Osvaldo Acosta, Escolas::EAESP, Pereira, Inês |
Source Sets | IBICT Brazilian ETDs |
Language | Portuguese |
Detected Language | Portuguese |
Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
Rights | info:eu-repo/semantics/openAccess |
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