Patrocínio e mecenato: ferramentas de enorme potencial para as empresas

Ana Carla Fonseca Reis and Rubens da Costa Santos

RAE - Revista de Administração de Empresas, 1996, vol. 36, issue 2

Abstract: Sponsorship, corporate donations, philanthropy, cultural marketing and social responsability are becoming more and more understood and explored by many dynamic companies. This paper presents these concepts, their main characteristics and discusses the major challenges associated with these new tools.

Date: 1996
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