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

View

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

View

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: 1136745475
Category : Business & Economics
Languages : en
Pages : 173

View

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 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.

Author: Norm O'Reilly
Publisher:
ISBN: 9781935412434
Category : Olympics
Languages : en
Pages : 354

View

Book Description
As sport marketing matures, as social technologies advance, and as the Olympic Games cement their position as the largest and most important mega-event in the world, marketers everywhere are increasing their sophistication in using the Olympic platform to achieve their objectives. Indeed, whether official sponsor or ambusher, marketers everywhere are expanding their interest in those few special platformslike the Olympic Gamesthat enable them to reach the masses in very customized ways. The vastly changing importance of the Olympic Games as a global marketing vehicle, combined with the growing knowledge and emerging practical realities around ambush marketing, inspired this team of distinguished scholars and practitioners to write Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games. The authors' experiences bring a unique and varied perspective to this textbook. Their experiences include positions with international and national sport organizations, the International Olympic Committee, national Olympic committees, international federations, marketing agencies, sponsors of sport, and much more. (Insert Paragraph)Whether you are a student of marketing or a practitioner in the field, this book provides knowledge, context, and tools to help you in your career.

Author: Matthew D. Shank
Publisher: Routledge
ISBN: 1317743458
Category : Business & Economics
Languages : en
Pages : 702

View

Book Description
Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.

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

View

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: Matthew D. Shank
Publisher: Taylor & Francis
ISBN: 0429641338
Category : Business & Economics
Languages : en
Pages : 809

View

Book Description
Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive, and engaging introduction to sports marketing currently available. It is the only introductory textbook on this subject to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology, and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly changing international sports business environment. Chapters contain extensive real-world case studies and biographies of key industry figures, and challenging review exercises encourage the reader to reflect critically on their own knowledge and professional practice. Now in a fully revised and updated sixth edition, Sports Marketing: A Strategic Perspective includes expanded coverage of social and digital media, analytics, and ethical issues, as well as a greater number of international articles and examples. In a new feature, successful sports marketers reflect on their careers and how they progressed in the sports marketing industry. It is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice. A companion website offers additional resources for instructors and students, including an instructor’s guide, test questions, presentation slides, and useful weblinks.

Author: André Bühler
Publisher: Routledge
ISBN: 075068495X
Category : Business & Economics
Languages : en
Pages : 210

View

Book Description
Relationship Marketing in Sports aims to discuss and reformulate the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.

Author: Eric Schwarz
Publisher: Routledge
ISBN: 1136430695
Category : Business & Economics
Languages : en
Pages : 473

View

Book Description
Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing. Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.

Author: Sam Fullerton
Publisher: McGraw-Hill/Irwin
ISBN:
Category : Business & Economics
Languages : en
Pages : 504

View

Book Description
'Sports Marketing' provides unique coverage of current topics such as sponsorship, including post-event evaluation, the growing global sports marketing industry, an assessment of legal and social environments, and a review of the increased particpation and importance of the female market.