個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
John Hancock Financial Services: Sports Sponsorship
內容大綱
Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the Sun Bowl (football game). Major questions include the role and evaluation of sports sponsorship as part of Hancock's image enhancement initiatives.