Nufer Gerd Ambush Marketing in Sports 9781138833869

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Автор: Nufer Gerd
Название: Ambush Marketing in Sports
ISBN: 9781138833869
Издательство: Taylor&Francis
Классификация:

Торговля и маркетинг

Спортивный менеджмент и спортивные сооружения

ISBN-10: 113883386X
Обложка/Формат: Paperback
Страницы: 176
Вес: 0.27 кг.
Дата издания: 23.12.2014
Серия: Routledge sports marketing series
Язык: English
Иллюстрации: 18 tables, black and white
Размер: 234 x 158 x 19
Читательская аудитория: Undergraduate
Ключевые слова: Sports management & facilities, BUSINESS & ECONOMICS / Marketing / General,SPORTS & RECREATION / General,SPORTS & RECREATION / Business Aspects
Ссылка на Издательство: Link
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Поставляется из: Европейский союз
Описание: 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.

Ambush Marketing in Sports, Nufer Gerd