Companies should continue to invest in sponsorship and marketing even at times of economic hardship, according to Colm McLoughlin, executive vice-chairman of Dubai Duty Free.
The Irishman, who has been with the business for 30 years, said there was concrete evidence to show that the money spent on sponsorship and marketing improved a company's bottom line. Dubai Duty Free spends 2.5 per cent of its annual sales on such activities.
"I think it's not a good thing...
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