LEADER 05341oam 2200697I 450 001 9910452465703321 005 20200520144314.0 010 $a0-203-37128-3 010 $a1-299-38681-4 010 $a1-136-74540-8 024 7 $a10.4324/9780203371282 035 $a(CKB)2550000001017461 035 $a(EBL)1157744 035 $a(OCoLC)833767710 035 $a(SSID)ssj0000855734 035 $a(PQKBManifestationID)12360301 035 $a(PQKBTitleCode)TC0000855734 035 $a(PQKBWorkID)10792685 035 $a(PQKB)11570887 035 $a(OCoLC)846943803 035 $a(MiAaPQ)EBC1157744 035 $a(Au-PeEL)EBL1157744 035 $a(CaPaEBR)ebr10676489 035 $a(CaONFJC)MIL469931 035 $a(OCoLC)840582091 035 $a(EXLCZ)992550000001017461 100 $a20180706d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAmbush marketing in sports $etheory and practice /$fGerd Nufer 210 1$aAbingdon, Oxon :$cRoutledge,$d2013. 215 $a1 online resource (311 p.) 225 0 $aRoutledge sports marketing 300 $aDescription based upon print version of record. 311 $a1-138-83386-X 311 $a0-415-62678-1 320 $aIncludes bibliographical references and index. 327 $aCover; 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 marketing 327 $a2.2.1 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 practice 327 $a3.1 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 categories 327 $a4.2.2 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 consumption 327 $a4.5 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 law 327 $a6.1.3 Laws regulating competition and fair trade practices 330 $aAmbush 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 ou 606 $aSports$xMarketing 606 $aCorporate sponsorship 608 $aElectronic books. 615 0$aSports$xMarketing. 615 0$aCorporate sponsorship. 676 $a796.06/9 700 $aNufer$b Gerd.$0993966 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910452465703321 996 $aAmbush marketing in sports$92276027 997 $aUNINA