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Título: THE INFLUENCE OF THE CHANGING IN COMMUNICATION PARADIGM INTO SPORTS SPONSORSHIP
Autor(es): EDUARDO OLIVEIRA BOTELHO RAMALHO
Colaborador(es): RODOLFO ALVES HORTA - Orientador
Catalogação: 31/OUT/2007 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: SENIOR PROJECT
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=10785@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=10785@2
DOI: https://doi.org/10.17771/PUCRio.acad.10785
Resumo:
The objective of this research is to identify which are the new types of sponsorship used by the companies in soccer, inside this new context of communication fragmentation , where the client has the power in his hands, and from there offer solutions of sponsorship that go far from the visibility context, and try to find actions of interactive and relationship with clients and companies. The research will analyze the partnership between Flamengo and Schincariol trying to support this analysis in the 4 ps of marketing defined by McCarthy. The monograph have a bibliography Research and an interview with the Marketing vice-president of Flamengo, which Nova Schin and Flamengo partnership will be analyzed and compared to the rhetorical referential of this paper work.
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