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Ambush marketing in sports : theory and practice / / Gerd Nufer
| Ambush marketing in sports : theory and practice / / Gerd Nufer |
| Autore | Nufer Gerd |
| Pubbl/distr/stampa | Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (311 p.) |
| Disciplina | 796.06/9 |
| Collana | Routledge sports marketing |
| Soggetto topico |
Sports - Marketing
Corporate sponsorship |
| Soggetto genere / forma | Electronic books. |
| ISBN |
0-203-37128-3
1-299-38681-4 1-136-74540-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 marketing
2.2.1 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 3.1 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 4.2.2 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 4.5 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 6.1.3 Laws regulating competition and fair trade practices |
| Record Nr. | UNINA-9910452465703321 |
Nufer Gerd
|
||
| Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Ambush marketing in sports : theory and practice / / Gerd Nufer
| Ambush marketing in sports : theory and practice / / Gerd Nufer |
| Autore | Nufer Gerd |
| Pubbl/distr/stampa | Abingdon, Oxon : , : Routledge, , 2013 |
| Descrizione fisica | 1 online resource (311 p.) |
| Disciplina | 796.06/9 |
| Collana | Routledge sports marketing |
| Soggetto topico |
Sports - Marketing
Corporate sponsorship |
| ISBN |
1-136-74547-5
0-203-37128-3 1-299-38681-4 1-136-74540-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 marketing
2.2.1 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 3.1 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 4.2.2 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 4.5 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 6.1.3 Laws regulating competition and fair trade practices |
| Record Nr. | UNINA-9910779415803321 |
|
Nufer Gerd
|
||
| Abingdon, Oxon : , : Routledge, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behavior knowledge for effective sports and event marketing / / edited by Lynn R. Kahle, Angeline G. Close
| Consumer behavior knowledge for effective sports and event marketing / / edited by Lynn R. Kahle, Angeline G. Close |
| Pubbl/distr/stampa | New York : , : Routledge, , 2011 |
| Descrizione fisica | 1 online resource (349 p.) |
| Disciplina | 796.06/98 |
| Altri autori (Persone) |
CloseAngeline
KahleLynn R |
| Soggetto topico |
Consumer behavior
Sports - Marketing Special events - Marketing Communication in marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-91790-X
0-203-84411-4 9786613037398 1-283-03739-4 1-136-91792-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | section 1. Influencing behaviors in society and sports -- section 2. Building relationships with consumers through sports -- section 3. Providing service to consumers through sports and event sponsorship. |
| Record Nr. | UNINA-9910465221103321 |
| New York : , : Routledge, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behavior knowledge for effective sports and event marketing / / edited by Lynn R. Kahle, Angeline G. Close
| Consumer behavior knowledge for effective sports and event marketing / / edited by Lynn R. Kahle, Angeline G. Close |
| Pubbl/distr/stampa | New York : , : Routledge, , 2011 |
| Descrizione fisica | 1 online resource (349 p.) |
| Disciplina | 796.06/98 |
| Altri autori (Persone) |
CloseAngeline
KahleLynn R |
| Soggetto topico |
Consumer behavior
Sports - Marketing Special events - Marketing Communication in marketing |
| ISBN |
1-136-91790-X
0-203-84411-4 9786613037398 1-283-03739-4 1-136-91792-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | section 1. Influencing behaviors in society and sports -- section 2. Building relationships with consumers through sports -- section 3. Providing service to consumers through sports and event sponsorship. |
| Record Nr. | UNINA-9910791826403321 |
| New York : , : Routledge, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Contemporary sport marketing : global perspectives / / edited by James J. Zhang and Brenda G. Pitts
| Contemporary sport marketing : global perspectives / / edited by James J. Zhang and Brenda G. Pitts |
| Pubbl/distr/stampa | London ; ; New York, N.Y. : , : Routledge, , 2017 |
| Descrizione fisica | 1 online resource (309 pages) : illustrations, tables |
| Disciplina | 796.0688 |
| Altri autori (Persone) |
PittsBrenda G
ZhangJames (James J.) |
| Collana | World Association for Sport Management series |
| Soggetto topico |
Sports - Marketing
Sports and globalization |
| ISBN |
1-351-96733-9
1-138-36905-5 1-315-26549-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Macro perspective -- pt. II. Micro perspective -- pt. III. Promotional process. |
| Record Nr. | UNINA-9910165049403321 |
| London ; ; New York, N.Y. : , : Routledge, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The cyber-journal of sport marketing
| The cyber-journal of sport marketing |
| Pubbl/distr/stampa | [Australia], : [Cyber-journal of Sport Marketing], 1997-2000 |
| Soggetto topico | Sports - Marketing |
| Soggetto genere / forma | Periodicals. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti | C-JSM |
| Record Nr. | UNISA-996207683603316 |
| [Australia], : [Cyber-journal of Sport Marketing], 1997-2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
The cyber-journal of sport marketing
| The cyber-journal of sport marketing |
| Pubbl/distr/stampa | [Australia], : [Cyber-journal of Sport Marketing], 1997-2000 |
| Soggetto topico | Sports - Marketing |
| Soggetto genere / forma | Periodicals. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti | C-JSM |
| Record Nr. | UNINA-9910145842103321 |
| [Australia], : [Cyber-journal of Sport Marketing], 1997-2000 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Disco demolition : the night disco died / / Steve Dahl with Dave Hoekstra and Paul Natkin ; with a foreword by Bob Odenkirk
| Disco demolition : the night disco died / / Steve Dahl with Dave Hoekstra and Paul Natkin ; with a foreword by Bob Odenkirk |
| Autore | Dahl Steve |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Chicago, Illinois : , : Curbside Splendor Publishing, Incorporated, , 2016 |
| Descrizione fisica | 1 online resource (202 pages) |
| Soggetto topico |
Disco music - History and criticism
Disco music Popular culture - History - 20th century Sports - Illinois - Chicago - Marketing Popular culture Sports - Marketing |
| ISBN | 1-945883-00-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction / Steve Dahl -- Preface / Dave Hoesktra -- Mike and Bill Veeck -- Janet and Steve Dahl : a team for the ages -- Bridgeport and the South Side -- The 1979 Chicago White Sox -- Chicago rock in a disco world -- Denis DeYoung : Chicagoan and lifelong White Sox fan -- Steve and Garry -- Chicago radio of the late 1970s -- Disco -- Nile Rodgers good times -- Harry Wayne Casey and KC and the Sunshine Band : godfathers of disco -- Nancy Faust : the only live act that night -- Lorelei : the original Loop rock girl -- How Disco Demolition was designed -- How Disco Demolition went down -- Legendary groundskeeper Roger Bossard : the morning after -- Disco Demolition vendors serve memories -- House -- Aftermath. |
| Record Nr. | UNINA-9910164883603321 |
|
Dahl Steve
|
||
| Chicago, Illinois : , : Curbside Splendor Publishing, Incorporated, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Encyclopedia of sports management and marketing / / general editors, Linda E. Swayne, Mark Dodds
| Encyclopedia of sports management and marketing / / general editors, Linda E. Swayne, Mark Dodds |
| Pubbl/distr/stampa | Thousand Oaks, Calif., : Sage Publications, Inc, c2011 |
| Descrizione fisica | 1 online resource (4 volumes (various pagings)) : illustrations (chiefly color) |
| Disciplina | 796.06/9 |
| Altri autori (Persone) |
SwayneLinda E
DoddsMark |
| Collana | Gale eBooks |
| Soggetto topico |
Sports - Management
Sports administration Sports - Marketing |
| ISBN |
9781506320373
1506320376 9781780343228 1780343221 9781452266480 1452266484 9781412994156 1412994152 |
| Classificazione | BUS041000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; About the Editors; Introduction; Reader's Guide; List of Articles; Chronology; Sports A; A; B; C; D; E; E Continued...; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; S Continued...; T; U; V; W; Y; Z; Glossary; Resource Guide; Appendices; Index |
| Record Nr. | UNINA-9911008971503321 |
| Thousand Oaks, Calif., : Sage Publications, Inc, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Equity crowdfunding in sports clubs : consumer-oriented strategic marketing / / Szczepan Kosciólek
| Equity crowdfunding in sports clubs : consumer-oriented strategic marketing / / Szczepan Kosciólek |
| Autore | Kościółek Szczepan |
| Pubbl/distr/stampa | Abingdon, England : , : Routledge, , [2024] |
| Descrizione fisica | 1 online resource (163 pages) |
| Disciplina | 796.06/9 |
| Collana | Routledge Research in Sport Business and Management Series |
| Soggetto topico |
Sports - Finance
Sports - Marketing Crowd funding Sports teams |
| ISBN |
1-00-332062-7
1-000-96960-6 1-003-32062-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgements -- Introduction -- 1 Strategic Marketing Management -- 1.1 Fundamentals of Marketing -- 1.1.1 Essence of Marketing Activities -- 1.1.2 Marketing-Oriented Management -- 1.1.3 Creating Customer Value -- 1.2 Customer-Oriented Marketing Management -- 1.2.1 Scope and Stages of Marketing Management -- 1.2.2 Internal Environment Analysis -- 1.2.3 External Environment Analysis -- 1.3 Development of Marketing Strategies -- 1.3.1 Material Scope of a Marketing Strategy -- 1.3.2 Segmentation, Targeting, and Positioning -- 1.3.3 Decisions Related to Marketing Mix -- 2 Crowdfunding Campaigns -- 2.1 Essence of Crowdfunding -- 2.1.1 Crowdfunding and Crowdsourcing -- 2.1.2 Nature and Development of Crowdfunding -- 2.1.3 Crowdfunding Platforms -- 2.2 Equity Crowdfunding in Comparison with Other Crowdfunding Models -- 2.2.1 Crowdfunding Classification Criteria -- 2.2.2 Characteristics of Crowdfunding Models -- 2.2.3 Criteria for Selecting a Crowdfunding Model -- 2.3 Behaviour of Crowdfunding Campaign Participants -- 2.3.1 Fundamentals of the Customer's Buying Process -- 2.3.2 Motivations of Crowdfunding Campaign Participants -- 2.3.3 Factors Affecting the Decisions of Campaign Participants -- 2.4 Marketing Management of Crowdfunding Campaigns -- 2.4.1 Segmentation of Crowdfunding Campaign Participants -- 2.4.2 Product, Price, and Distribution in Crowdfunding Campaigns -- 2.4.3 Marketing Communication in Crowdfunding Campaigns -- 3 Sports Clubs -- 3.1 Basis of the Functioning and Financing of Sports Clubs -- 3.1.1 Organisational and Legal Basis -- 3.1.2 Amateur Sports Clubs Funding -- 3.1.3 Professional Sports Clubs Funding -- 3.2 Marketing Management in Sports Clubs -- 3.2.1 Sports Marketing and Sports Clubs.
3.2.2 Product, Price, and Distribution in the Case of Sports Clubs -- 3.2.3 Communication, Brand, and Personnel in Sports Clubs -- 3.3 Consumer and Investment Behaviour of Sports Club Fan Communities -- 3.3.1 Specific Nature of Consumer Behaviour of Sports Club Fans -- 3.3.2 Segmentation of Sports Club Fans -- 3.3.3 Fans as Investors in Sports Clubs -- 4 Strategic Marketing Management of Sports Club Equity Crowdfunding Campaigns -- 4.1 Equity Crowdfunding Campaigns of Sports Clubs -- 4.1.1 Sports Club Campaigns as an Area of Sports Crowdfunding -- 4.1.2 Use of Equity Crowdfunding by Sports Clubs -- 4.1.3 Characteristics of Equity Crowdfunding Campaigns of Sports Clubs - On the Example of Campaigns Conducted in Poland -- 4.2 Consumer Behaviour of Participants of Sports Club Equity Crowdfunding Campaigns -- 4.2.1 Motivations of Campaign Participants -- 4.2.2 Segmentation of Campaign Participants -- 4.2.3 Unique Nature of Behaviour of Sports Club Campaign Participants -- 4.3 Developing Marketing Strategies for Sports Club Equity Crowdfunding Campaigns - Recommendations Based on Empirical Research -- 4.3.1 Value Propositions for the Adopted Target Groups -- 4.3.2 Delivery of Value to the Adopted Target Groups -- 4.3.3 Limitations with Regard to the Delivery of Values to the Adopted Target Groups -- Conclusion -- Index. |
| Record Nr. | UNINA-9910735998803321 |
|
Kościółek Szczepan
|
||
| Abingdon, England : , : Routledge, , [2024] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
