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Jacqui Spence,Russell Abratt,Douglas Mattheus
AbstractThis study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, th...
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Jacqui Spence,Russell Abratt,Bobby A. Malabie
AbstractThis study examines the understanding and use of psychographics as a segmentation technique by advertising practitioners and marketers in South Africa. A comprehensive literature review of psychographics is undertaken. In addition, a review of se...
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