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Ambush Marketing in Sports

TaschenbuchKartoniert, Paperback
176 Seiten
Englisch
Taylor & Franciserschienen am23.12.2014
Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.mehr
Verfügbare Formate
BuchGebunden
EUR192,50
TaschenbuchKartoniert, Paperback
EUR52,50
E-BookPDFDRM AdobeE-Book
EUR49,99
E-BookEPUBDRM AdobeE-Book
EUR49,99

Produkt

KlappentextAmbush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.
Details
ISBN/GTIN978-1-138-83386-9
ProduktartTaschenbuch
EinbandartKartoniert, Paperback
FormatTrade Paperback (USA)
Erscheinungsjahr2014
Erscheinungsdatum23.12.2014
Seiten176 Seiten
SpracheEnglisch
MasseBreite 156 mm, Höhe 234 mm, Dicke 10 mm
Gewicht254 g
Artikel-Nr.32425106
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
1. Introduction 2. Theoretical Foundation of Ambush Marketing 3. Ambush Marketing in Practice 4. Structuring the Strategies and Manifestations of Ambush Marketing 5. Consequences of Ambush Marketing 6. Interdisciplinary Evaluation of Ambush Marketing 7. Prevention of Ambush Marketing 8. Empirical Research on the Impact of Ambush Marketing 9. Critical Assessment of Ambush Marketing 10. Final Observationsmehr

Autor

Gerd Nufer is Professor of Business Administration specializing in Marketing and Sport Management at Reutlingen University, Germany. He is also Director of the German Institute for Sport Marketing based at the same university. Gerd worked in the marketing industry before moving into academia and has published widely on the subject in both journals and books.