New PDF release: Ambush Marketing in Sports (Routledge Sports Marketing)

By Gerd Nufer

Ambush advertising is a technique in which an organization or agency makes use of their advertising communications to affiliate themselves with an occasion with out being an authentic sponsor or accepted accomplice or licensee. It has turn into a specific situation within the advertising of significant activities occasions, with foreign sponsorship and branding homes worthy many thousands of bucks. Ambush advertising in Sports is the 1st ebook to provide complete research of the theoretical and useful implications of ambush advertising.

Drawing on state of the art empirical study info, the ebook outlines an leading edge version for realizing ambush advertising and gives functional recommendation for all stakeholders, from sponsors and occasion organisers to media enterprises. The ebook examines the possibilities and the dangers of ambush advertising, assesses the criminal, moral and company dimensions, and provides suggestion for combating ambush advertising in a number of contexts. absolutely supported all through with examples and situations from significant overseas activities occasions, resembling the FIFA international Cup and the Olympic video games, this publication is necessary interpreting for any pupil, researcher or practitioner with an curiosity in recreation advertising, activity company or occasion administration.

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

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