Laman Rasmi Pustaka Negeri Sarawak -

Ambush marketing in sports : theory and practice

Call no.: : 796.069/NUF
Penulis: : Gerd Nufer
Penyumbang: : Mohd Khadzrie Bin Mohd Ramzie Faizal
Ringkasan: This book shares an information in sports marketing where 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 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. This 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.