LEADER 05470oam 2200745I 450 001 9910968698403321 005 20251116180336.0 010 $a1-136-74547-5 010 $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(OCoLC)783168903 035 $a(FINmELB)ELB139578 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 205 $a1st ed. 210 $aNew York $cRoutledge$dc2013 210 1$aAbingdon, Oxon :$cRoutledge,$d2013. 215 $a1 online resource (311 p.) 225 0 $aRoutledge sports marketing 300 $aDescription based upon print version of record. 311 08$a1-138-83386-X 311 08$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 $aCorporate sponsorship 615 0$aSports$xMarketing. 615 0$aCorporate sponsorship. 676 $a796.06/9 700 $aNufer$b Gerd.$01873113 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910968698403321 996 $aAmbush marketing in sports$94483063 997 $aUNINA LEADER 04358nam 2200589Ia 450 001 9910963955503321 005 20251117095345.0 010 $a1-136-62675-1 010 $a0-203-80243-8 024 7 $a10.4324/9780203802434 035 $a(Au-PeEL)EBL957739 035 $a(CaPaEBR)ebr10542163 035 $a(CaONFJC)MIL762567 035 $a(OCoLC)798534027 035 $a(FINmELB)ELB138842 035 $a(MiAaPQ)EBC957739 035 $a(CKB)2550000000098436 035 $a(OCoLC)690089962 035 $a(EXLCZ)992550000000098436 100 $a20110407d2012 uy 0 101 0 $aeng 135 $aurun#|||uuuuu 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aHandbook on sexual violence /$fedited by Jennifer M. Brown and Sandra L. Walklate 205 $a1st ed. 210 $aLondon ;$aNew York $cRoutledge$d2012 215 $axxvi, 516p 300 $aDescription based upon print version of record. 311 08$a0-415-67072-1 311 08$a0-415-67071-3 320 $aIncludes bibliographical references and index. 327 $apt. 1. Legacies : setting the scene -- pt. 2. Theoretical perspectives on sexual violence -- pt. 3. Acts of sexual violence -- pt. 4. Responding to sexual violence. 330 $aThis book contextualizes the complexity of sexual violence within its broader context - from war to the resolution of interpersonal disputes - and covers a wide span including sexual harassment, bullying, rape and murder as well as domestic violence. Written by leading academics from a variety of disciplines, contributions also include commentaries that relate the research to the work of practitioners. Despite advances made in the investigation of sexual offences, evidence still points to a continued belief in the culpability of victims in their own victimization and a gap between the estimated incidence of sexual violence and the conviction of perpetrators. Adopting an implicitly and explicitly critical stance to contemporary policy responses that continue to fail in addressing this problem, this book focuses on attitudes and behaviour towards sexual violence from the point of view of the individual experiencing the violence - perpetrator and victim - and situates them within a broader societal frame. It is through an understanding of social processes and psychological mechanisms that underpin sexual violence that violence can be combated and harm reduced, and at this individual level that evidence-based interventions can be designed to change policy and practice. The Handbook is split into four sections: 'Legacies: Setting the Scene' offers a critical overview of historical, legal and cultural processes which help to explain the origins of current thinking and offer steers for future developments 'Theories and Concepts' examines contemporary thinking on sexual violence and reviews explanatory frameworks from a number of perspectives 'Acts of Sexual Violence' reviews a number of specific types of sexual violence, elaborating the range of circumstances, victims and perpetrators with a view to addressing the general and pervasive nature of such 330 8 $aviolence thus contradicting narrow cultural stereotyping 'Responding to Sexual Violence' overviews and evaluates current policies and practices and offers new ideas to develop different types of interventions. The editors' conclusion not only draws out the key themes and ideas from contributions to the Handbook, but also considers the nature of and the extent to which any progress has been made in understanding and responding to sexual violence. This will be a key text for students and academics studying sexual violence and an essential reference tool for professionals working in the field including police officers, probation staff, lawyers and judges. 606 $aSex crimes 606 $aSexual abuse victims 606 $aWomen$xViolence against 615 0$aSex crimes. 615 0$aSexual abuse victims. 615 0$aWomen$xViolence against. 676 $a364.15/3 701 $aBrown$b Jennifer$f1948-$0143037 701 $aWalklate$b Sandra$0140889 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910963955503321 996 $aHandbook on sexual violence$94498053 997 $aUNINA