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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 | ||
| ||
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-9910827120103321 |
|
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 | ||
| ||
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-9910828060603321 |
| 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 | ||
| ||
