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Ambush Marketing in Sports (Routledge Sports Marketing) - download pdf or read online

By Gerd Nufer

ISBN-10: 0415626781

ISBN-13: 9780415626781

ISBN-10: 113883386X

ISBN-13: 9781138833869

Ambush advertising and marketing is a technique through which an organization or enterprise makes use of their advertising and marketing communications to affiliate themselves with an occasion with no being an reliable sponsor or accredited associate or licensee. It has develop into a selected situation within the advertising of significant activities occasions, with foreign sponsorship and branding houses worthy many hundreds of thousands of greenbacks. Ambush advertising in Sports is the 1st ebook to supply accomplished research of the theoretical and useful implications of ambush advertising.

Drawing on state of the art empirical learn facts, the booklet outlines an leading edge version for knowing ambush advertising and provides useful suggestion for all stakeholders, from sponsors and occasion organisers to media businesses. The ebook examines the possibilities and the dangers of ambush advertising, assesses the felony, moral and company dimensions, and gives recommendation for combating ambush advertising and marketing in quite a number contexts. totally supported all through with examples and instances from significant foreign activities occasions, reminiscent of the FIFA global Cup and the Olympic video games, this publication is critical analyzing for any scholar, researcher or practitioner with an curiosity in recreation advertising, recreation enterprise or occasion administration.

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Ambush Marketing in Sports (Routledge Sports Marketing) by Gerd Nufer

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