Download Ambush Marketing in Sports (Routledge Sports Marketing) by Gerd Nufer PDF

By Gerd Nufer

Ambush advertising is a method wherein an organization or employer makes use of their advertising communications to affiliate themselves with an occasion with out being an respectable sponsor or accredited associate or licensee. It has turn into a specific crisis within the advertising and marketing of significant activities occasions, with foreign sponsorship and branding homes worthy many hundreds of thousands of greenbacks. Ambush advertising in Sports is the 1st ebook to supply finished research of the theoretical and useful implications of ambush advertising.



Drawing on state-of-the-art empirical study information, the ebook outlines an leading edge version for knowing ambush advertising and marketing and provides useful recommendation for all stakeholders, from sponsors and occasion organisers to media corporations. The publication examines the possibilities and the hazards of ambush advertising and marketing, assesses the criminal, moral and enterprise dimensions, and gives recommendation for combating ambush advertising in various contexts. totally supported all through with examples and circumstances from significant foreign activities occasions, resembling the FIFA international Cup and the Olympic video games, this booklet is necessary examining for any scholar, researcher or practitioner with an curiosity in activity advertising, recreation enterprise or occasion administration.

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