An international look at ambush marketing PDF Download

Author: E. Vassalo
Publisher:
ISBN:
Category : Copyright
Languages : da
Pages : 16

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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: 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: 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: Sean Ennis
Publisher: Springer Nature
ISBN: 3030537404
Category : Business & Economics
Languages : en
Pages : 306

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Book Description
Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry. Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author’s years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product. Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal for anyone looking to excel as a sports marketer or progress within the wider sports industry. It is a valuable resource for Sports Marketing courses at undergraduate, postgraduate and MBA levels.

Author: Hugh Hansen
Publisher: Bloomsbury Publishing
ISBN: 1847316131
Category : Law
Languages : en
Pages : 862

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Book Description
This is the 16th Annual volume in the series collecting the presentations and discussion from the Annual Fordham IP Conference. The contributions, by leading world experts, analyse the most pressing issues in copyright, trademark and patent law as seen from the perspectives of the USA, the EU, Asia and WIPO. This volume, in common with its predecessors makes a valuable and lasting contribution to the discourse in IP law. The contents, while always informative, are also critical and questioning of new developments and policy concerns. Praise for the series: "This must be one of the most enjoyable and thought-provoking conferences in the IP field. The high quality of the speakers is matched by the intense, audience-led debates and challenges which follow." The Honourable Mr Justice Laddie, Royal Courts of Justice, London "Faculty for this conference are always well-known 'names' _ well respected leaders in their fields, speaking with a combination of candor and timeliness that is unrivaled by any other forum of its kind." Honorable Marybeth Peters, Register of Copyrights, United States Copyright Office.

Author: Rochelle Cooper Dreyfuss
Publisher: Cambridge University Press
ISBN: 1107034000
Category : Law
Languages : en
Pages : 491

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Book Description
Intellectual Property at the Edge exposes and analyses newly emerging intellectual property rights and limitations from historical and comparative law perspectives.

Author: Milena M. Parent
Publisher: Routledge
ISBN: 100021088X
Category : Sports & Recreation
Languages : en
Pages : 523

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Book Description
Managing Major Sports Events: Theory and Practice is a complete introduction to the principles and practical skills that underpin the running and hosting of major sports events, from initial bid to post-event legacy and sustainability. Now in a fully revised and updated new edition, the book draws on the latest research from across multiple disciplines, explores real-world situations, and emphasises practical problem-solving skills. It covers every key area in the event management process, including: • Bidding, leadership, and planning; • Marketing and human resource management; • Venues and ceremonies; • Communications and technology (including social media); • Functional area considerations (including sport, protocol, and event services); • Security and risk management; • Games-time considerations; • Event wrap-up and evaluation; • Legacy and sustainability. This revised edition includes expanded coverage of cutting-edge topics such as digital media, culture, human resources, the volunteer workforce, readiness, security, and managing Games-time. Each chapter combines theory, practical decision-making exercises, and case studies of major sports events from around the world, helping students and practitioners alike to understand and prepare for the reality of executing major events on an international scale. Also new to this edition is an "Outlook, Trends, and Innovations" section in each chapter, plus "tips" from leading events professionals. Managing Major Sports Events: Theory and Practice is an essential textbook for any course on sports event management or international sports management, and an invaluable resource for all sport management researchers, practitioners and policymakers. Online resources include PowerPoint slides, multiple choice questions, essay questions, stories, and decision-making exercises.

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

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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: Vassil Girginov
Publisher: Taylor & Francis
ISBN: 1000938611
Category : Sports & Recreation
Languages : en
Pages : 663

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Book Description
The Olympics: A Critical Reader represents a unique, critical guide to the definitive sporting mega-event and the wider phenomenon it represents – Olympism. Combining classic texts and thoughtful editorial discussion with challenging new pieces, including previously unseen material, the book systematically addresses the key questions in modern Olympism, including: what does studying Olympism entail? how do historical accounts create and challenge Olympic myths? how do different theoretical perspectives inform our understanding of Olympism? which socio-political processes influence personal, collective and imagined Olympic identities? how do we experience and make sense of Olympism? who owns Olympism and why does it matter? how do cities compete for and celebrate the Olympics? how are the Olympic values promoted? why is it important to protect the ethical principles and properties of Olympism? what are the grounds for contesting Olympism? how can Olympism be taught? how can the principles and practices of Olympism be sustained in the future? Each thematic part has been designed to include a range of views, including background treatment of an issue as well as critical scholarship, to ensure that students develop a well-rounded understanding of the Olympic phenomenon. The Olympics: A Critical Reader is essential reading for students of the Olympics and Olympism, the sociology of sport, sport management and cultural studies.