000			02995cam a2200397 a 4500
005			20250918234654.0
008			140521t20132013enka b 001 0 eng
020			_a9780415626781 (hardback) _cRM386.17
020			_a0415626781 (hardback)
020			_a9780203371282 (ebook)
020			_a0203371283 (ebook)
039		9	_a201501261121 _badnan _c201501261120 _dadnan _c201501120953 _dmasrul _y05-21-2014 _zsa'diah
040			_aDLC _beng _cDLC _dBTCTA _dOCLCO _dYDXCP _dCDX _dUKMGB _dPUL _dCOO _dOCLCF _dCHVBK _dHF9 _dUKM _erda
090			_aC78.N834 2
090			_aC78 _b.N834 2
100	1		_aNufer, Gerd, _eauthor.
245	1	0	_aAmbush marketing in sports : _btheory and practice / _cGerd Nufer.
264		1	_aLondon : _bRoutledge, _c2013.
264		4	_c©2013
300			_axiv, 157 pages : _billustrations ; _c24 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction -- Theoretical foundation of ambush marketing --Ambush marketing in practice -- Structuring the strategies and manifestation sof ambush marketing -- Consequences of ambush marketing -- Interdisciplinary evaluation of ambush marketing -- Prevention of ambush marketing -- Emperical research on the impact of ambush marketing -- Critical assessment of ambush marketing -- Final observations
520			_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 outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management. -- Provided by publisher.
650		0	_aSports _xMarketing.
650		0	_aCorporate sponsorship.
907			_a.b15907168 _b2019-11-12 _c2019-11-12
942			_c01 _n0 _kC78.N834 2
914			_avtls003560088
990			_amab
991			_aFakulti Undang-Undang
998			_au _b2014-08-05 _cm _da _feng _genk _y0 _z.b15907168
999			_c570278 _d570278