Ambush Marketing In Sports

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Ambush Marketing In Sports

Author : Gerd Nufer
ISBN : 9780415626781
Genre : Business & Economics
File Size : 66.3 MB
Format : PDF, ePub
Download : 278
Read : 178

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.
Category: Business & Economics
Ambush Marketing in Sports
Language: en
Pages: 157
Authors: Gerd Nufer
Categories: Business & Economics
Type: BOOK - Published: 2013 - Publisher: Routledge

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
Essentials of Sports Law
Language: en
Pages: 899
Authors: Glenn M. Wong
Categories: Law
Type: BOOK - Published: 2010 - Publisher: ABC-CLIO

Outlines the American legal system and tort law as they apply to sports from high school to professional, and discusses liability, drugs, discrimination, contracts, antitrust, labor relations, violence, gambling, and other topics.
Strategies in Sports Marketing: Technologies and Emerging Trends
Language: en
Pages: 363
Authors: Dos Santos, Manuel Alonso
Categories: Business & Economics
Type: BOOK - Published: 2014-04-30 - Publisher: IGI Global

The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends
Key Concepts in Sport Management
Language: en
Pages: 203
Authors: Dr. Terri Byers, Trevor Slack, Milena Parent
Categories: Sports & Recreation
Type: BOOK - Published: 2012-09-20 - Publisher: SAGE

Sharp, clear and relevant this book meets the needs of those studying and researching within the growing discipline of sport management. The intelligently cross-referenced entries provide a concise overview of the key concepts in the field guiding you through the important debates, sources and research methods in the management and
International Cases in the Business of Sport
Language: en
Pages: 264
Authors: Simon Chadwick, Dave Arthur, John Beech
Categories: Sports & Recreation
Type: BOOK - Published: 2017-02-28 - Publisher: Taylor & Francis

Contemporary sport is big business. Major teams, leagues, franchises, merchandisers and retailers are in fierce competition in a dynamic global marketplace. Now in a fully revised and updated second edition, International Cases in the Business of Sport presents an unparalleled range of cutting-edge case studies that show how contemporary sport