Ambush Marketing in Sports: Routledge Sports Marketing Series
Autor Gerd Nuferen Limba Engleză Paperback – 23 dec 2014
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.
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Paperback (1) | 349.71 lei 6-8 săpt. | |
Taylor & Francis – 23 dec 2014 | 349.71 lei 6-8 săpt. | |
Hardback (1) | 1054.27 lei 6-8 săpt. | |
Taylor & Francis – 11 mar 2013 | 1054.27 lei 6-8 săpt. |
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Specificații
ISBN-13: 9781138833869
ISBN-10: 113883386X
Pagini: 176
Ilustrații: 18 Tables, black and white
Dimensiuni: 156 x 234 x 10 mm
Greutate: 0.29 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Sports Marketing Series
Locul publicării:Oxford, United Kingdom
ISBN-10: 113883386X
Pagini: 176
Ilustrații: 18 Tables, black and white
Dimensiuni: 156 x 234 x 10 mm
Greutate: 0.29 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Sports Marketing Series
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate, Professional, and UndergraduateCuprins
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 Observations
Notă biografică
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.
Descriere
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.