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

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