03365nam 22005295 450 991048421270332120230725074013.03-030-51047-610.1007/978-3-030-51047-3(CKB)4100000011354659(MiAaPQ)EBC6273776(DE-He213)978-3-030-51047-3(PPN)258088680(EXLCZ)99410000001135465920200725d2021 u| 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierAgriculture Value Chain - Challenges and Trends in Academia and Industry RUC-APS Volume 1 /edited by Jorge E. Hernández, Janusz Kacprzyk1st ed. 2021.Cham :Springer International Publishing :Imprint: Springer,2021.1 online resource (119 pages) illustrationsStudies in Systems, Decision and Control,2198-4190 ;2803-030-51046-8 Web-augmentation, design thinking, and collaboration engineering to foster innovation in DSS for agriculture: A case study -- A conceptual framework for crop-based agri-food supply chain characterization under uncertainty -- An extension to scenarios to deal with business cases for the decision-making processes in the agribusiness domain -- Functional value in breeding integrated to the vegetables value chain as part of decision making -- Climate change mitigation using breeding as a tool in the vegetables value chain -- Pesticide residues in vegetable products and consumer´s risk in the agri-food value chain -- The recovery of the Old Limachino Tomato: history, findings, lessons, challenges and perspectives.This book is the first volume in a collection of contributions arising from a multidisciplinary project developed in the field of agri-food value chain analysis. The respective papers combine a range of disciplines to analyse major agri-food challenges in Europe and South America, offering readers a practical understanding of how risk and uncertainties can be managed by means of validated data and results from agri-food systems analysis. Experts from agronomy, information communication and technology, operations and supply chain management share their findings and propose novel approaches. Given its scope, the book will be of interest to a broad readership who want to learn about current agri-food challenges and requirements, and to professionals whose work involves real-life industry requirements, food and/or farming. .Studies in Systems, Decision and Control,2198-4190 ;280Computational intelligenceAgricultureComputational IntelligenceAgricultureComputational intelligence.Agriculture.Computational Intelligence.Agriculture.973.933092Hernández Jorge Eedthttp://id.loc.gov/vocabulary/relators/edtKacprzyk Januszedthttp://id.loc.gov/vocabulary/relators/edtMiAaPQMiAaPQMiAaPQBOOK9910484212703321Agriculture Value Chain - Challenges and Trends in Academia and Industry2586592UNINA05470oam 2200745I 450 991096869840332120251116180336.01-136-74547-50-203-37128-31-299-38681-41-136-74540-810.4324/9780203371282 (CKB)2550000001017461(EBL)1157744(OCoLC)833767710(SSID)ssj0000855734(PQKBManifestationID)12360301(PQKBTitleCode)TC0000855734(PQKBWorkID)10792685(PQKB)11570887(OCoLC)846943803(MiAaPQ)EBC1157744(Au-PeEL)EBL1157744(CaPaEBR)ebr10676489(CaONFJC)MIL469931(OCoLC)840582091(OCoLC)783168903(FINmELB)ELB139578(EXLCZ)99255000000101746120180706d2013 uy 0engur|n|---|||||txtccrAmbush marketing in sports theory and practice /Gerd Nufer1st ed.New York Routledgec2013Abingdon, Oxon :Routledge,2013.1 online resource (311 p.)Routledge sports marketingDescription based upon print version of record.1-138-83386-X 0-415-62678-1 Includes bibliographical references and index.Cover; Half title; Title Page; Copyright; Contents; List of Figures; List of Tables; Preface; 1. Introduction; 1.1 Presentation of problem and objectives; 1.2 Structure of the approach and course of the study; 2. Theoretical foundation of ambush marketing; 2.1 Sponsorship as the basis of ambush marketing; 2.1.1 Fundamentals of sponsorship; 2.1.2 Sports sponsorship; 2.1.3 Features of sports event sponsorship; 2.1.4 Critical assessment; 2.1.5 Developmental trends; 2.2 Classification of ambush marketing within the overarching concept of guerrilla marketing2.2.1 Characterisation of guerrilla marketing2.2.2 Guerrilla marketing as a strategy; 2.2.3 Marketing mix for guerrilla marketing; 2.2.4 Guerrilla marketing tools; 2.2.5 Critical assessment; 2.2.6 Developmental trends; 2.3 Characterisation of ambush marketing as a guerrilla alternative to sports event sponsorship; 2.3.1 The definition of ambush marketing; 2.3.2 Reasons for the emergence of ambush marketing; 2.3.3 Attributes of ambush marketing; 2.3.4 Objectives of ambush marketing; 2.3.5 Different forms of event marketing; 3. Ambush marketing in practice3.1 Discussion of selected spectacular cases of ambush marketing3.1.1 Lufthansa; 3.1.2 Burger King; 3.1.3 Puma; 3.1.4 Ferrero; 3.1.5 Media-Markt; 3.1.6 Bavaria; 3.2 Critical assessment; 4. Structuring the strategies and manifestations of ambush marketing; 4.1 Description and critical assessment of structural approaches in relevant literature to date; 4.1.1 Approach of Meenaghan; 4.1.2 Approach of Bruhn and Ahlers; 4.1.3 Approach of Noth; 4.1.4 Approach of Pechtl; 4.2 Development of a new, integrated structuring model; 4.2.1 Differentiating fundamental ambush marketing categories4.2.2 Differentiating ambush marketing case groups by category4.2.3 Typology and characterisation of the manifestations of ambush marketing; 4.2.4 Assessment of the model; 4.3 Classification of cases of ambush marketing observed in the context of the 2010 FIFA Football World Cup; 4.4 Extracted determinants for differentiated ambush marketing strategies; 4.4.1 Ex ante corporate and brand awareness; 4.4.2 Size of available budget; 4.4.3 Type of products or services advertised; 4.4.4 Timing; 4.4.5 Consideration of target group behaviour in terms of media consumption4.5 Discussion of deduced ambush marketing concepts4.5.1 Brand asset concept; 4.5.2 Opportunism concept; 4.5.3 Island position concept; 4.5.4 Altruism concept; 4.5.5 Country focus concept; 5. Consequences of ambush marketing; 5.1 Consequences for official sponsors; 5.2 Consequences for sports event organisers; 5.3 Consequences for the media; 5.4 Consequences for the development of the sponsorship and sports market; 6. Interdisciplinary evaluation of ambush marketing; 6.1 Legal and statutory considerations; 6.1.1 Copyright law; 6.1.2 Trademark law6.1.3 Laws regulating competition and fair trade practicesAmbush 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 ouSportsMarketingCorporate sponsorshipSportsMarketing.Corporate sponsorship.796.06/9Nufer Gerd.1873113MiAaPQMiAaPQMiAaPQBOOK9910968698403321Ambush marketing in sports4483063UNINA