By Gerd Nufer
Ambush advertising is a method during which an organization or corporation makes use of their advertising communications to affiliate themselves with an occasion with out being an reliable sponsor or accredited companion or licensee. It has develop into a specific drawback within the advertising and marketing of significant activities occasions, with foreign sponsorship and branding houses worthy many hundreds of thousands of greenbacks. Ambush advertising in Sports is the 1st booklet to supply entire research of the theoretical and useful implications of ambush advertising.
Drawing on state-of-the-art empirical learn information, the ebook outlines an leading edge version for figuring out ambush advertising and marketing and provides functional recommendation for all stakeholders, from sponsors and occasion organisers to media companies. The publication examines the possibilities and the dangers of ambush advertising, assesses the criminal, moral and company dimensions, and gives recommendation for combating ambush advertising in a variety of contexts. absolutely supported all through with examples and circumstances from significant overseas activities occasions, equivalent to the FIFA global Cup and the Olympic video games, this e-book is necessary interpreting for any pupil, researcher or practitioner with an curiosity in recreation advertising and marketing, recreation company or occasion administration.
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Ambush Marketing in Sports (Routledge Sports Marketing) by Gerd Nufer
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