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Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective

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  • Koc Macit

    (Faculty International Business and Marketing The School of Business and Social Sciences , International University of Grand-Bassam, Route de Bonoua BP 564, Grand-Bassam, COTE D’IVORIE, (Ivory Coast))

Abstract

Purpose of the article The purpose of this article is to determine whether Sport Sponsorship was utilized by some Albanian companies as a promotional tool in their marketing efforts. Since the world included low population with limited goods and products in the past, the marketing and selling of the products were very simple. As the population grew and economies started thriving more diverse products and attractive products and goods were represented with a higher quantity in the global markets. Albania was not an exception to this fact, especially in the fields of business to business marketing. The competition occurred between companies in an attempt to attract more customers for buying goods and services. Strategically located in Europe, an important part of business of sports “sport sponsorship” has become as important part of marketing communication mix for many companies in Albania today.

Suggested Citation

  • Koc Macit, 2013. "Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective," Creative and Knowledge Society, Sciendo, vol. 3(2), pages 1-11, December.
    • Handle: RePEc:vrs:crknos:v:3:y:2013:i:2:p:11:n:4
    DOI: 10.2478/v10212-011-0036-y
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