Date of Award
4-1990
Document Type
Thesis
Department
Business
Abstract
Given the current commitment to special events/sports marketing by The Pinkerton Tobacco Company and the anticipated increasing importance of this marketing tool, marketing management felt the establishment of a formal selection process and a procedure for evaluating current and potential events was a critical objective. As a starting point for selection criteria, the Special Events Department adopted event selection criteria utilized by R.J. Reynolds Tobacco company.
Recommended Citation
Hausmann, Herbert W., "Fishing, pulling, grappling, twanging, and charging around : a study of spectators at special events sponsored by Pinkerton Tobacco Company brands and the impact of the events upon market share" (1990). Master's Theses. 543.
https://scholarship.richmond.edu/masters-theses/543