Traditional marketing measures understate the value of sponsorship programs and create unnecessary risks for marketers that bet on them. The failure to measure the unique value high-profile sponsorship programs puts future funding and credibility at risk, and leaves significant value on the table.
from Forbes Real Time https://www.forbes.com/sites/forbesinsights/2018/02/09/taking-the-risk-out-of-the-high-stakes-sponsorship-game/
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