Ambush Marketing Im Sport
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Ambush Marketing In Sports
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Author : Gerd Nufer
language : en
Publisher: Routledge
Release Date : 2013
Ambush Marketing In Sports written by Gerd Nufer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Ambush 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. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.
Ambush Marketing Im Sport
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Author : Gerd Nufer
language : de
Publisher: Erich Schmidt Verlag GmbH & Co KG
Release Date : 2010
Ambush Marketing Im Sport written by Gerd Nufer and has been published by Erich Schmidt Verlag GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Ambush Marketing In Sports
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Author : Gerd Nufer
language : en
Publisher: Routledge
Release Date : 2013-03-20
Ambush Marketing In Sports written by Gerd Nufer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-20 with Business & Economics categories.
Ambush 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.
Global Sport Marketing
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Author : Norm O'Reilly
language : en
Publisher:
Release Date : 2015-08-15
Global Sport Marketing written by Norm O'Reilly and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-15 with Olympics categories.
As sport marketing matures, as social technologies advance, and as the Olympic Games cement their position as the largest and most important mega-event in the world, marketers everywhere are increasing their sophistication in using the Olympic platform to achieve their objectives. Indeed, whether official sponsor or ambusher, marketers everywhere are expanding their interest in those few special platformslike the Olympic Gamesthat enable them to reach the masses in very customized ways. The vastly changing importance of the Olympic Games as a global marketing vehicle, combined with the growing knowledge and emerging practical realities around ambush marketing, inspired this team of distinguished scholars and practitioners to write Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games. The authors' experiences bring a unique and varied perspective to this textbook. Their experiences include positions with international and national sport organizations, the International Olympic Committee, national Olympic committees, international federations, marketing agencies, sponsors of sport, and much more. (Insert Paragraph)Whether you are a student of marketing or a practitioner in the field, this book provides knowledge, context, and tools to help you in your career.
Ambush Marketing The Mega Event Monopoly
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Author : Andre M. Louw
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-06-06
Ambush Marketing The Mega Event Monopoly written by Andre M. Louw and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-06 with Law categories.
This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory ‘association rights’ to mega-events, and considers potential future developments in respect of the law’s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.
Ambush Marketing Im Sport Definition Konsequenzen Und Schutzma Nahmen
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Author : Fabian Maid
language : de
Publisher: GRIN Verlag
Release Date : 2005-01-06
Ambush Marketing Im Sport Definition Konsequenzen Und Schutzma Nahmen written by Fabian Maid and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-06 with Sports & Recreation categories.
Studienarbeit aus dem Jahr 2004 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,0, Ruhr-Universität Bochum, Sprache: Deutsch, Abstract: Im Bereich des Sportsponsoring erlangte in den letzten Jahren der Begriff des Ambush-Marketing1 eine große Bedeutung. Gerade in Verbindung mit großen Sportevents wie z.B. der UEFA2 Europameisterschaft 2004 kommt es immer wieder zu Werbeaktionen, die dem Ambush-Marketing zuzuordnen sind. Das erste Mal wurde diese Art des Marketing von dem Unternehmen Kodak, während den Olympischen Spiele 1984 in Los Angeles genutzt. Kodak war damals Sponsor der Fernsehübertragung der Olympischen Spiele und Sponsor des Leichtathletikteams der USA. Diese Arbeit beschäftigt sich mit der Erscheinung des Ambush- Marketing, den daraus resultierenden Folgen und sie geht der Fragestellung nach, in wieweit sich Sponsoren so wie Eventveranstalter dagegen absichern können. Zunächst soll allgemein definiert werden, was unter Ambush-Marketing zu verstehen ist, um im Folgenden einige Erscheinungsformen anhand von Beispielen aufzuzeigen. Als nächstes werden Merkmale und mögliche Ursachen aufgewiesen. Die sich daraus ergebenden Konsequenzen, sowohl für die Sponsoren, als auch für Veranstalter von Sportevents sind Inhalt des nächsten Punktes. Zum Abschluss werden, anhand von einigen Praxisbeispielen, mögliche präventive Maßnahmen gegen Ambush-Marketing benannt. Auf den durchaus bedeutungsvollen juristischen Aspekt dieses Themas, soll nicht ausführlich eingegangen werden, da der Umfang dieses Gesichtspunktes eine Abhandlung für sich darstellen könnte und den Schwerpunkt dieser Arbeit verlagern würde.
Ambush Marketing Im Sport
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Author : Benjamin Kohtz
language : de
Publisher: GRIN Verlag
Release Date : 2013-09-19
Ambush Marketing Im Sport written by Benjamin Kohtz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-19 with Sports & Recreation categories.
Studienarbeit aus dem Jahr 2013 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,0, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Neun von zehn Kommunikationsverantwortlichen in deutschen Großunternehmen sehen die Kunden als eine der wichtigsten Zielgruppen des Unternehmens an. Deshalb kommt der Kundenkommunikation im Rahmen des Marketing-Mix eine entscheidende Bedeutung zu. „Die Kommunikationspolitik wird deshalb oft als das Sprachrohr des Marketing bezeichnet und stellt die Abrundung der Konzeption dar.“ In Deutschland entwickelte sich seit Anfang der 80er-Jahre das Sponsoring im Allgemeinen und das Sportsponsoring im Speziellen zu einem der meistgenutzten und ehemals erfolgreichsten Kommunikationsinstrumente. Die Bedeutung des Sportsponsoring wird hierbei durch die Tatsache unterstrichen, dass sich in den vergangenen 20 Jahren die Anzahl der Unternehmen, die Sportsponsoring einsetzen, mehr als verdoppelt hat. Allerdings ist beim Sponsoring - wie bei vielen anderen Kommunikationsinstrumenten ebenso - ein „steigender Wettbewerb zu beobachten, der neben steigenden Preisen auch eine ,Verwässerung‘ des Instrumentes zur Folge hat.“ „Für Unternehmen bedeutet dies einen geringeren kommunikativen Nutzen zu steigenden Werbepreisen.“ Dennoch möchten Unternehmen sportliche Großereignisse als Kommunikationsplattform nutzen, um die Aufnahme der Werbebotschaft beim Kunden und einen Imagetransfer vom Event auf die Marke bzw. das Unternehmen zu begünstigen. Hierfür müssen Unternehmen Alternativen zum Sportsponsoring finden. Eine hiervon, das Ambush Marketing, das im Weiteren erörtert wird. Außerdem wird das Instrument im Marketing-Mix eingeordnet und Voraussetzungen für den Erfolg des Konzeptes analysiert. Diese Voraussetzungen werden zudem an einem Fallbeispiel dargestellt.
Advanced Theory And Practice In Sport Marketing
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Author : Eric C. Schwarz
language : en
Publisher: Routledge
Release Date : 2013
Advanced Theory And Practice In Sport Marketing written by Eric C. Schwarz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Effective marketing is essential for any successful sport organization, from elite professional sports teams to local amateur leagues. Now in a fully revised and updated second edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. The book covers every key functional and theoretical area of sport marketing, including marketing research, information systems, consumer behavior, logistics, retail management, sales management, e-commerce, promotions, advertising, sponsorship, and international business. This new edition includes expanded coverage of important contemporary issues, including social responsibility and ethics, social media and networking, relationship and experience marketing, recovery marketing, and social marketing. Every chapter contains extended cases and first-hand accounts from experienced sport marketing professionals from around the world. Following those cases are questions encouraging students and practitioners to apply their theoretical knowledge to real-world situations and to develop their critical thinking skills, while each chapter also includes helpful features such as definitions of key terms, summaries, and guides to further reading. A companion website includes an impressive array of additional teaching and learning resources, including a test bank of exam questions, PowerPoint slides, and extra case studies for lecturers and instructors, and useful web links, self-test multiple-choice questions, and glossary flashcards for students. Advanced Theory and Practice in Sport Marketing goes further than any other sport marketing text in preparing the student for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business, and for anybody working in sport marketing looking to develop and extend their professional skills.
Ambush Marketing Im Sport
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Author : Marian Kern
language : de
Publisher: GRIN Verlag
Release Date : 2018-03-20
Ambush Marketing Im Sport written by Marian Kern and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-20 with Business & Economics categories.
Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Westfälische Wilhelms-Universität Münster (Institut für Kommunikationswissenschaft), Veranstaltung: Medienwirkungen im Kontext von Politikern und Produkten, Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit dem Phänomen des Ambushings im sportlichen Umfeld und führt - neben der generellen Relevanz von Sport-Sponsoring (Kapitel 2) und einer Definition des Ambush-Marketing (Kapitel 3) - Gründe für den Einsatz dieser Methode auf (Kapitel 3). Beispiele, wie die T-Shirt Affäre von Mario Götze sind zahlreich und bleiben vom Rezipienten nicht unbeachtet. Die kognitive Verarbeitung solcher Vorfälle steht im Fokus der Arbeit und wird mit Hilfe des Elaboration-Likelihood-Modells analysiert, welches in Kapitel 4 erläutert wird. Das Modell von Petty und Cacioppo findet primär in der Werbewirkungsforschung Anwendung und verdeutlicht im Zusammenhang dieses Aufsatzes die Verarbeitung von Ambushing-Strategien. Ausgehend von diesem Modell wird folgende Forschungsfrage formuliert: Wie wirkt Ambush-Marketing beim Einstellungstransfer bei Rezipienten? Dieser Frage wird in Kapitel 4.2 nachgegangen und mit aktuellen Beispielen belegt. Abschließend werden in Kapitel 5 Chancen und Risiken des Ambush-Marketing offen gelegt und die gewonnenen Erkenntnisse der gesamten Arbeit in einem Fazit zusammengefasst.
Advanced Theory And Practice In Sport Marketing
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Author : Eric Schwarz
language : en
Publisher: Routledge
Release Date : 2010-05-14
Advanced Theory And Practice In Sport Marketing written by Eric Schwarz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-14 with Business & Economics categories.
Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing. Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.
