Ambush Marketing and Brand Protection PDF Download

Author: Phillip Michael Johnson
Publisher:
ISBN: 9780192583833
Category :
Languages : en
Pages :

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Author: Phillip Johnson
Publisher: OUP Oxford
ISBN: 9780199696451
Category : Law
Languages : en
Pages : 0

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Book Description
The only book specifically focussed on laws to control ambush marketing in the UK and other jurisdictions, this work gives detailed analysis of legislation specific to particular sporting events as well as the protection of traditional intellectual property rights in this area.

Author: Phillip Johnson
Publisher:
ISBN: 9780198845201
Category :
Languages : en
Pages : 624

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Book Description
The only book specifically focussed on laws to control ambush marketing in the UK and other jurisdictions, this work gives detailed analysis of legislation specific to particular sporting events as well as the protection of traditional intellectual property rights in this area.

Author: Pedersen, Paul M.
Publisher: Edward Elgar Publishing
ISBN: 1800883285
Category : Sports & Recreation
Languages : en
Pages : 560

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Book Description
Bringing together preeminent international researchers, emerging scholars and practitioners, Paul M. Pedersen presents the comprehensive Encyclopedia of Sport Management, offering detailed entries for the critical concepts and topics in the field.

Author: Andre M. Louw
Publisher: Springer Science & Business Media
ISBN: 906704864X
Category : Law
Languages : en
Pages : 771

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Book Description
This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory ‘association rights’ to mega-events, and considers potential future developments in respect of the law’s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.

Author: Gerd Nufer
Publisher: Routledge
ISBN: 0415626781
Category : Business & Economics
Languages : en
Pages : 173

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Book Description
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. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.

Author: Phillip Johnson
Publisher:
ISBN: 9781847033949
Category : Corporate sponsorship
Languages : en
Pages : 243

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Book Description
This book discusses the importance of sponsorship, the concept of ambush marketing and how ambush marketing can be prevented. It provides insights for both those trying to limit ambush marketing and those who use ambush marketing. It also analyses the UK Olympic Association Right and London Olympics Association Right, as well as information on the legislation in place to protect events in other jurisdictions, including Australia, Canada, South Africa, Portugal. Italy and New Zealand.

Author: John A. Davis
Publisher: John Wiley & Sons
ISBN: 1118171713
Category : Business & Economics
Languages : en
Pages : 284

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Book Description
Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.

Author: Alain Ferrand
Publisher: Routledge
ISBN: 1136476881
Category : Business & Economics
Languages : en
Pages : 298

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Book Description
The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.

Author: M. Beck-Burridge
Publisher: Springer
ISBN: 0230508227
Category : Business & Economics
Languages : en
Pages : 187

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Book Description
Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.