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| definition of ambush marketing: Ambush Marketing in Sports Gerd Nufer, 2013 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. |
| definition of ambush marketing: Ambush Marketing & the Mega-Event Monopoly Andre M. Louw, 2012-06-06 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. |
| definition of ambush marketing: Managing Major Sports Events Milena M. Parent, Aurélia Ruetsch, 2020-11-29 Managing Major Sports Events: Theory and Practice is a complete introduction to the principles and practical skills that underpin the running and hosting of major sports events, from initial bid to post-event legacy and sustainability. Now in a fully revised and updated new edition, the book draws on the latest research from across multiple disciplines, explores real-world situations, and emphasises practical problem-solving skills. It covers every key area in the event management process, including: • Bidding, leadership, and planning; • Marketing and human resource management; • Venues and ceremonies; • Communications and technology (including social media); • Functional area considerations (including sport, protocol, and event services); • Security and risk management; • Games-time considerations; • Event wrap-up and evaluation; • Legacy and sustainability. This revised edition includes expanded coverage of cutting-edge topics such as digital media, culture, human resources, the volunteer workforce, readiness, security, and managing Games-time. Each chapter combines theory, practical decision-making exercises, and case studies of major sports events from around the world, helping students and practitioners alike to understand and prepare for the reality of executing major events on an international scale. Also new to this edition is an Outlook, Trends, and Innovations section in each chapter, plus tips from leading events professionals. Managing Major Sports Events: Theory and Practice is an essential textbook for any course on sports event management or international sports management, and an invaluable resource for all sport management researchers, practitioners and policymakers. Online resources include PowerPoint slides, multiple choice questions, essay questions, stories, and decision-making exercises. |
| definition of ambush marketing: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications Management Association, Information Resources, 2014-12-31 As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market. |
| definition of ambush marketing: The Influence of Brand Personality in the Relationship of Ambush Marketing and Brand Attitude Daniel Markus Jueterbock, 2012-09-17 Inhaltsangabe:Introduction: Overview: This chapter will introduce the reader to ambush marketing together with identification of gaps in the current research. Further, this chapter will formulate resulting problems for managerial decisions and consequently propose research objectives. Finally, a brief overview of the methodology together with delimitations will be detailed. Background to the Research: The increased use of ambush marketing in the last decade as a form of communication is widely acknowledged (Brewer 1993; McKelvey 1994; Meenaghan 1994, 1996 and 1998; O Sullivan and Murphy 1998; Sandler and Shani 1989; Shani and Sandler 1998 and 1999). The reason for the increased activity relates to clutter in the marketing communications environment and increased prices for sponsorship. Ambush marketing can be defined as the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsor (Meenaghan 1994, 1996 and 1998). To date, most literature on ambush marketing relates to whether ambush marketing is ethical or not (Brewer 1993; Ettorre 1993; Meenaghan 1994 and 1996; O Sullivan and Murphy 1998). A clear answer cannot be given, as there is still a dispute between opponents (Brewer 1993; Ettorre 1993), supporters (Schmitz 2005; Welsh in Brewer 1993; Welsh 2007) and opinions that lie in between (Doust 1997; Meenhagan 1994 and 1996; O Sullivan and Murphy 1998; Shani and Sandler 1998). In general, there is an agreement that the term ambush marketing was coined by Jerry Welsh in the 1970s (Brewer 1993; Welsh n.d.). In a marketing framework, ambush marketing is commonly placed among non-traditional marketing communication as opposed to traditional marketing communication (Meenaghan 1994, 1996 and 1998). A commonly acknowledged framework of these new marketing tools is not yet established, and the effects of ambush marketing have received limited attention. To date, the most reliable research relates to effectiveness of ambush marketing, as well as recall and recognition tests on sponsors and ambushing competitors (Sandler and Shani 1989). These tests compare official sponsors with the equivalent ambush companies of an industry. Research on image and sales has not yet been undertaken in relation to ambush marketing (Meenaghan 1998). However, there have been attempts to investigate the effects of ambush marketing on consumer [...] |
| definition of ambush marketing: The Economics of Staging the Olympics Holger Preuss, 2004-01-01 This book arises from the need to analyse, in detail, the various economic aspects that the Olympic Games mean for host cities. Since 1984 increasingly more cities in the world have announced their interest in staging the Olympic Games, making it a festival with significant economic dimensions. What followed have been economic triumphs and tragedies, glories and fiascos - all are included in the 36 years of Olympic history reviewed in this book. - foreword. |
| definition of ambush marketing: Olympic Marketing Alain Ferrand, Jean-Loup Chappelet, Benoit Seguin, 2012-07-26 The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies. |
| definition of ambush marketing: The Olympic Games Effect John A. Davis, 2012-01-11 Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors. |
| definition of ambush marketing: Routledge Handbook of Sports Marketing Simon Chadwick, Nicolas Chanavat, Michel Desbordes, 2015-12-22 Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as: consumer behaviour marketing communications strategic marketing international marketing experiential marketing and marketing and digital media Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge. |
| definition of ambush marketing: Sport Marketing Bernard James Mullin, Stephen Hardy, William Anthony Sutton, 2007 This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important. |
| definition of ambush marketing: Launch! Advertising and Promotion in Real Time Michael Solomon, 2009 Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag A Fuller Spectrum of News. Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look behind the curtain - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University. |
| definition of ambush marketing: Sport Marketing Windy Dees, Patrick Walsh, Chad D. McEvoy, Stephen McKelvey, Bernard J. Mullin, Stephen Hardy, William A. Sutton, 2021-03-12 Sport marketing is more accessible than ever, with sport business professionals, companies, the media, athletes, teams, coaches, and fans connecting in new ways and with new experiences. Sport Marketing, Fifth Edition With HKPropel Access, presents a modernized, current-day approach to the dynamic industry of sport marketing. A full-color presentation brings this vibrant field to life with comprehensive coverage—balanced between theoretical and practical—to provide an understanding of the foundations of sport marketing and how to enhance the sport experience. Building on the legacy that Bernard Mullin, Stephen Hardy, and William Sutton established in the first four editions, a new author team, handpicked by their predecessors, draw from their modern experience in the field to add a fresh perspective to this essential text. They bring the sport industry directly to the reader through extensive industry examples, interviews of top sports executives, challenging case studies, and global perspectives from teams, leagues, and other agencies around the world. Reflecting the evolving landscape of sport marketing, the text will prepare students to stay on the leading edge with the following updates: A focus on current and emerging technologies and how they have revolutionized the sport industry—ranging from mobile video streaming and fantasy sports to artificial intelligence and virtual reality Greater emphasis on data and analytics to make more informed business decisions In-depth examination of how social media and digital platforms serve as critical communication channels to drive sport marketing strategy and execution New content on target marketing, including understanding millennial sports fans and engaging with Generation Z Updated coverage of sales processes, addressing both traditional methods and new strategies for the mobile age Discussion of modern ticketing practices and the secondary ticket market, including how leagues partner with secondary ticket providers and the impact on pricing strategies Also new to the fifth edition are related online learning aids, now delivered through HKPropel, designed to engage students and test comprehension of the material. Exclusive video interviews with sport industry leaders offer insights into how they incorporate marketing strategies into their daily work. Discussion questions and activities for each chapter guide students to apply core concepts, and web search activities provide opportunities for students to compare strategies found on sport organization websites and other online locations. In addition, chapter objectives, an opening scenario, sidebars highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan sections at the ends of chapters offer students additional learning tools as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. With Sport Marketing, Fifth Edition With HKPropel Access, students will develop valuable marketing skills and prepare for a successful career in the competitive world of sport marketing. Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately. |
| definition of ambush marketing: Sponsorship in Marketing T. Bettina Cornwell, 2014-07-17 Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management. |
| definition of ambush marketing: Olympic Laws Mark James, Guy Osborn, 2023-06-28 Olympic Laws: Culture, Values, Tensions is the first book to analyse fully the Olympic legal framework and its application to the IOC and the Olympic Games through a socio-legal lens. It opens up a new window into understanding the Olympic Games across recent iterations of the Games and on to future Games. The book begins by defining the parameters of the emergent legal sub-fields of Sports Law, lex Olympica and Olympic Law, through the identification of the sources of these Olympic Laws and their underpinning norms. It then uses a series of case studies to demonstrate how lex Olympica has evolved as a means of defending the Olympic Movement from unwanted legal interventions, how Olympic Law has been created to protect the commercial rights vested in the Games, and how the legacies created by this unique category of law have a lasting impact on host cities and beyond. It concludes with a call that the IOC should recalibrate its relationships with prospective hosts and the participating athletes by requiring specific adherence to the Fundamental Principles of Olympism. This is essential reading for any student or researcher with an interest in Olympic studies, sports law, or socio-legal studies or any practising lawyer or events professional looking to better understand the impact and institutions of mega-events. |
| definition of ambush marketing: Encyclopedia of International Sports Studies: A-E Roger Bartlett, Chris Gratton, Christer Rolf, 2006 This encyclopedia provides a comprehensive coverage of all aspects of the science, social science and medicine of sport. |
| definition of ambush marketing: Intellectual Property, Unfair Competition and Publicity Nari Lee, Guido Westkamp, Annette Kur, Ansgar Ohly, 2014-04-25 Dealing with rights and developments at the margin of classic intellectual property, this fascinating book explores emerging types of regulations and how existing IP regimes inform and influence the judicial and legislative creation of _substitute‘ IP |
| definition of ambush marketing: Routledge Handbook of Sport Management Leigh Robinson, Packianathan Chelladurai, Guillaume Bodet, Paul Downward, 2013-03-01 The Routledge Handbook of Sport Management is the most up-to-date and comprehensive guide to theory and practice in sport management ever published. It provides students and scholars with a broad ranging survey of current thinking in contemporary sport management, exploring best practice in core functional areas and identifying important future directions for new research. Key topics covered in the book include: managing performance marketing human resource management the economics and finance of sport strategy managing change governance of sports organizations customer relations branding and retail. With contributions from leading scholars and professionals from around the world, the book illustrates the global nature of contemporary sport business and highlights the opportunities and challenges for managers operating in an international market place. Representing a definitive survey of contemporary issues in sport management, this is an essential reference for all students, scholars and practitioners working in sport. |
| definition of ambush marketing: The Olympics Vassil Girginov, 2023-05-09 The Olympics: A Critical Reader represents a unique, critical guide to the definitive sporting mega-event and the wider phenomenon it represents – Olympism. Combining classic texts and thoughtful editorial discussion with challenging new pieces, including previously unseen material, the book systematically addresses the key questions in modern Olympism, including: what does studying Olympism entail? how do historical accounts create and challenge Olympic myths? how do different theoretical perspectives inform our understanding of Olympism? which socio-political processes influence personal, collective and imagined Olympic identities? how do we experience and make sense of Olympism? who owns Olympism and why does it matter? how do cities compete for and celebrate the Olympics? how are the Olympic values promoted? why is it important to protect the ethical principles and properties of Olympism? what are the grounds for contesting Olympism? how can Olympism be taught? how can the principles and practices of Olympism be sustained in the future? Each thematic part has been designed to include a range of views, including background treatment of an issue as well as critical scholarship, to ensure that students develop a well-rounded understanding of the Olympic phenomenon. The Olympics: A Critical Reader is essential reading for students of the Olympics and Olympism, the sociology of sport, sport management and cultural studies. |
| definition of ambush marketing: Strategies in Sports Marketing: Technologies and Emerging Trends Dos Santos, Manuel Alonso, 2014-04-30 The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events. |
| definition of ambush marketing: Canadian Sport Marketing Norm O'Reilly, Benoit Seguin, Gashaw Abeza, Michael L. Naraine, 2022-05-04 The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Innovative, effective, timely, and culturally sensitive marketing allows sport managers to vie for consumer attention in an ever-expanding marketplace of competitors. Canadian Sport Marketing, Third Edition With HKPropel Access, brings to life the fundamental principles of marketing, drawn from Canadian experience, with the end goal of providing students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics, including the Canadian sport system and Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan provides instructors an invaluable opportunity for assigned experiential learning and gives students a practical tool for use in early career work. The only text focusing on Canadian sport marketing, this edition has been extensively updated to foster applied learning in sport marketing concepts and theories, supported by expert perspectives from the Canadian sport industry. Over 40 sport industry executives and experts contribute to the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations to provide real-life application of the material. Authors Norm O’Reilly and Benoit Séguin welcome Gashaw Abeza and Michael Naraine, forming an author team with comprehensive professional experience in the Canadian sport sector. With reflections on, and references to, a variety of Canadian and provincial sport entities, this third edition offers the following: Learning objectives provide students a road map to navigate the content while maximizing retention. In the Know sidebars direct student attention to the consideration of real-world situations and sport business analysis. Executive Perspective sidebars, written by individuals who work within the industry, bring sport marketing concepts to life by using examples from Canadian sport businesses. Case studies in HKPropel allow enhanced practical application and use real Canadian examples with questions to ensure critical analysis and understanding. Test Your Knowledge questions help students assess their learning. Answers are provided in the instructor guide. A glossary helps students identify and learn key vocabulary within the text. A sample marketing plan provides an opportunity to review a completed marketing plan, and students can also use it as a template for creating their own plan. Also new to Canadian Sport Marketing, Third Edition, are case studies and quizzes delivered through HKPropel. These are designed to increase student engagement and help students more deeply examine their comprehension of the material. Strengthen and prepare students for future success in the sport industry with Canadian Sport Marketing, Third Edition With HKPropel Access. Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately. |
| definition of ambush marketing: International Sports Law and Business Aaron N. Wise, Bruce S. Meyer, 1997-05-23 This comprehensive, three-volume set focuses on the legal and business aspects of sports in the United States and abroad. The authors have presented the subject matter from a practical and pragmatic perspective, yet with analytical precision and attention to fine points of detail. International Sports Law and Business is composed of five parts. Part I deals with the law and business of sports in the United States, with the primary emphasis on the legal aspects of professional sports. Part II deals with the internationalization of sports from various perspectives, principally North American team sports. Part III explores the law and business of sports in 18 non-U.S. jurisdictions andndash; subject matter hardly covered in other sources, if at all. Part IV treats the legal and, to some extent, business aspects of broadcasting and sports, both in the United States and in selected foreign jurisdictions. Part V focuses upon sports marketing in its various forms in the United States, as well as its international perspectives. This easy-to-read work is unmatched in that it covers subjects not addressed or only tangentially addressed in other works, presents insiders perspectives on the subject matter, and focuses extensively on international aspects of sports law and business in connection with many different subjects. Among its exhibits, International Sports Law and Business includes a World League of American Football Standard Player Contract form, a sample World League of American Football Acquisition and Operation Agreement, Statute of Court of Arbitration for Sport and Regulations. It also includes a comprehensive index. Its unique coverage and practical features make International Sports Law and Business a critical reference for agents, attorneys, and other practitioners involved in international sports law or handling a trust where one or more of the assets is sports-related, or considering expanding an existing practice area. Those involved in the study of sports law will also appreciate this high quality work. |
| definition of ambush marketing: Sport Marketing 4th Edition Mullin, Bernard J., Hardy, Stephen, Sutton, William, 2014-05-02 Sport Marketing, Fourth Edition With Web Study Guide, has been streamlined and updated to keep pace with the latest information and issues in the competitive world of sport marketing. This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. Using the new full-color format and companion web study guide, students will stay engaged as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. |
| definition of ambush marketing: Trademarks and Social Media Danny Friedmann, 2015-09-25 Legal conflicts between trademark holders, social media providers and internet users have become manifest in light of wide scale, unauthorised use of the trademark logo on social media in recent decades. Arguing for the protection of the trademark logo against unauthorised use in a commercial environment, this book explores why protection enforcement should be made automatic. A number of issues are discussed including the scalability of litigation on a case-by-case basis, and whether safe harbour provisions for online service providers should be substituted for strict liability. |
| definition of ambush marketing: Sponsorship in Marketing T. Bettina Cornwell, 2020-03-11 Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management. |
| definition of ambush marketing: Ambush Marketing im Sport Gerd Nufer, 2010 |
| definition of ambush marketing: Routledge Handbook of Sports Sponsorship Alain Ferrand, Luiggino Torrigiani, Andreu Camps i Povill, 2006-12-05 This is the first English language text to analyse and explain sports sponsorship in full, looking at law, marketing and business practice Sports sponsorship is a multi million £ industry and is a key subject in degree courses in sports management and sports marketing at undergraduate and masters Packed full of real-world case studies The authors are respected, successful sports management academics, consultants and business professionals Appeals to students as well as potential professional market of CEOs, marketing directors, communications and PR executives, lawyers and brand managers |
| definition of ambush marketing: Improving the Performance of Sponsorship Ardi Kolah, 2015-06-12 Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works. |
| definition of ambush marketing: Managing the Football World Cup S. Frawley, D. Adair, 2014-12-02 Managing the Football World Cup explores areas often overlooked by project management and business studies researchers. Therefore considering the global impact of the Football World Cup it is time for a detailed examination of the planning, organization, management, implementation and related commercial features of this mega-sport event. |
| definition of ambush marketing: EBOOK: Principles and Practice of Marketing JOBBER, DAVID, 2009-12-16 EBOOK: Principles and Practice of Marketing |
| definition of ambush marketing: Handbook of the London 2012 Olympic and Paralympic Games Vassil Girginov, 2013 The Handbook of the London 2012 Olympic and Paralympic Games is an officially-licensed account of the world's greatest sporting and cultural event. It tells the complete story of the 2012 Games from inception, through the successful bidding process and the planning and preparation phase, to delivery, the post-Games period and legacy. Written by a world-class team of international sport scholars, researchers and writers, the book offers comprehensive analysis of the full social, cultural, political, historical, economic and sporting context of the Games. From the political, commercial and structural complexities of organising an event on such a scale, to the sporting action that holds the attention of the world, this book illuminates every aspect of the 2012 Games, helping us to better understand the vital role that sport and culture play in contemporary global society. The book is divided into two volumes. Volume One: Making the Games, examines the build-up to London 2012, covering key topics such as: the bidding process planning and decision making financing the Games developing the infrastructure engaging national and international governing bodies of sport engaging the UK public engaging a global public developing a legacy programme the Cultural Olympiad. Richly illustrated with the personal accounts of key stakeholders, from sports administrators and politicians to athletes and spectators, and including essential data and evocative visual material, this book is essential reading for anybody with a personal or professional interest in the Olympic and Paralympic Games, global culture or the development of sport. |
| definition of ambush marketing: Reference Guide to Sustaining Sport and its Development through Intellectual Property Rights. World Intellectual Property Organization , 2023-09-20 The goal of this publication is to serve as a reference tool that shall help to guide the development of national strategies in order to sustain sport and its development through IP rights. |
| definition of ambush marketing: The SAGE Handbook of Sport Management Russell Hoye, Milena M. Parent, 2016-11-15 The SAGE Handbook of Sport Management draws together the best current research on the major topics relevant to the field of sports management, including leadership, gender, diversity, development, policy, tourism, and media. Edited by two of the most respected figures in the field, the handbook includes contributions from leading sport management academics from Australia, Canada, New Zealand, USA, the UK and Europe. |
| definition of ambush marketing: Business and Competitive Analysis Craig S. Fleisher, Babette E. Bensoussan, 2007 Resource for companies to improve strategic planning and ensure they are implementing effective corporate strategy. bull; Presents a comprehensive range of methods to analyse the tools that analyse business, competitive data, and market information. bull; Consistent approach and detailed instructions allow for readers to implement strategy quickly and effectively. bull; Management consultants and strategy departments can use this book to make a case for the most effective method to apply to any problem. |
| definition of ambush marketing: Events Management Nicole Ferdinand, Paul Kitchin, 2012-03-23 Electronic Inspection Copy available for instructors here Written by a team of twenty-five high profile, international authors, this exciting new text successfully combines theory and practice, making it a must-have for all students of Events Management. Events Management: An International Approach provides comprehensive coverage of all the most common types of events, preparing students for a future career in Events Management. Covering key issues such as fundraising, sponsorship, globalization and sustainability, this text addresses the challenges and examines the realities of events management in an international context. A wide range of case studies and examples look at sporting, music, catering and fundraising events across Europe, Africa, Asia, Australia and North America. Key features include: • An international approach, drawing on a wide range of cases from around the world • Extensive pedagogical features such as Diary of an Event Manager and Exercises in Critical Thinking • A companion website offering a full Instructor's Manual, PowerPoint slides, additional case studies and links to SAGE journal articles This book is essential reading for all undergraduate and postgraduate students studying Events Management. Visit the Companion Website at www.sagepub.co.uk/ferdinand Nicole Ferdinand is Senior Lecturer in Events Management at the London Metropolitan Business School. Paul J. Kitchin is Lecturer in Sports Management at the University of Ulster. |
| definition of ambush marketing: Marketingaktivitäten zur Fußball-Weltmeisterschaft 2006 Martin Liebetrau, 2014-04-11 Inhaltsangabe:Einleitung: Vom 09.06.2006 bis zum 09.07.2006 war Deutschland Gastgeber der Fußball-Weltmeisterschaft. Schätzungen im Vorfeld der Fußball-Weltmeisterschaft 2006 prognostizierten allein für das WM-Eröffnungsspiel zwischen Deutschland und Costa Rica rund 1,5 Milliarden Fernsehzuschauer weltweit. Bis zum WM-Ende am 09.07.2006 sollten nach Angaben des Fernsehrechteinhabers Infront rund 32,5 Milliarden Menschen die insgesamt 64 WM-Spiele vor dem Bildschirm verfolgen. Die enorme Tragweite der Fußball-Weltmeisterschaft ist vorwiegend darauf zurückzuführen, dass keine andere Sportart beliebter als Fußball ist. Etwa 1,2 Milliarden Fans fiebern regelmäßig mit ihren Clubs und Idolen (das sind mehr Anhänger, als es Katholiken gibt). Diese Zahlen verdeutlichen, dass die Fußball-Weltmeisterschaft im Bereich des Sports weltweit die größte Einzelsportveranstaltung darstellt und damit als eine der attraktivsten Marketingplattformen gilt. Viele Unternehmen wollten vor und während der WM die Attraktivität dieser Veranstaltung nutzen und im Umfeld der Fußball-WM mit ihren Marketingaktivitäten den Konsumenten erreichen. Mit jedem Tag, den es näher auf die Fußball-Weltmeisterschaft 2006 zuging, steigerte sich die Anzahl der Werbebotschaften, welche sich auf dieses Ereignis bezogen. Mediacom hatte in einer Studie für Coca-Cola Ende Oktober 2005 über 47 verschiedene WM-Botschaften in den Medien (Print, Fernsehen, Außenwerbung und Funk) ausgemacht. Im Zeitverlauf Ende März waren es schon über 400 WM-Botschaften und kurz vor der WM sollten es nach Prognose der Mediacom über 600 sein, welche in oben genannten Medien dem Konsumenten präsentiert werden. Diese Zahlen verdeutlichen, dass es nicht jedes Unternehmen geschafft haben wird die Aufmerksamkeit des Konsumenten, der die Flut an Werbeinformationen nicht verarbeiten kann, zu erreichen. Ziel der nachfolgenden Arbeit soll es sein die Unternehmen zu kategorisieren, die hinter diesen Werbebotschaften stehen. Dabei stehen prinzipiell die Unternehmen, die die Rechte von der FIFA bekommen haben mit der FIFA WM 2006 zu werben (Sponsoren), den Unternehmen gegenüber, die es nicht geschafft haben diese Rechte zu erhaltenn (Ambusher). Sponsoren hatten somit eine andere Voraussetzung mit der WM zu werben als die Ambusher, welche insbesondere das Problem hatten die Restriktionen der FIFA zum Schutz ihrer Sponsoren bei der Wahl ihrer Marketingstrategien zu berücksichtigen. Insofern wird es spannend sein vergleichend [...] |
| definition of ambush marketing: Traction Gabriel Weinberg, Justin Mares, 2015-10-06 Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction. Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely. As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die. Smart entrepreneurs know that the key to success isn’t the originality of your offering, the brilliance of your team, or how much money you raise. It’s how consistently you can grow and acquire new customers (or, for a free service, users). That’s called traction, and it makes everything else easier—fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you’re on the right path. Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You’ll learn, for example, how to: ·Find and use offline ads and other channels your competitors probably aren’t using ·Get targeted media coverage that will help you reach more customers ·Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates ·Improve your search engine rankings and advertising through online tools and research Weinberg and Mares know that there’s no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs. |
| definition of ambush marketing: Routledge Handbook of Sports Event Management Milena M. Parent, Jean-Loup Chappelet, 2017-07-14 From the Olympic Games to community-level competitions, sports events can be complex and pose a particular set of managerial challenges. The Routledge Handbook of Sports Event Management surveys the management of sports events around the world of every size and scale, from small to mega-events, including one-off and recurring events, and single-sport and multi-sport events. The book adopts a unique stakeholder perspective, structured around the groups and individuals who have an interest in and co-create sports events, including organising committees, promoters, sport organisations, spectators, community groups, sponsors, host governments, the media and NGOs. Each chapter addresses a specific stakeholder, defines that stakeholder and its relationships with sports events, describes the managerial requirements for a successful event, assesses current research and directions for future research, and outlines the normative dimensions of stakeholder engagement (such as sustainability and legacy). No other book takes such a broad view of sports event management, surveying key theory, current research, best practice, and moral and ethical considerations in one volume. With contributions from leading sport and event scholars from around the world, the Routledge Handbook of Sports Event Management is essential reading for any advanced student, researcher or professional with an interest in sport management, sport development, sport policy or events. |
| definition of ambush marketing: Sport Marketing Windy Dees, Patrick Walsh, Chad D. McEvoy, Stephen McKelvey, Bernard James Mullin, Stephen Hardy, William A. Sutton, 2021-03-12 This book helps students prepare for careers in the fast-paced world of sport marketing, as well as provides a resource for practitioners looking for the latest information in the field. The book offers abundant examples of the latest issues in the competitive marketplace-- |
| definition of ambush marketing: Encyclopedia of International Sports Studies Roger Bartlett, Chris Gratton, Christer G. Rolf, 2012-08-21 Now available in paperback, the Encyclopedia of International Sports Studies is the most authoritative and comprehensive single-volume reference work ever published on sport. With over one million words of text arranged into more than 1000 entries and articles, it covers the full range of sub-disciplines within sports studies; including scientific, social scientific and medical approaches. The encyclopedia is alphabetically organized and consists of: principal articles covering key disciplinary areas, such as sports economics and sports history large topical entries on central subjects such as resistance training and the diagnosis of sports injuries smaller topical entries on subjects such as cross training and projectile motion short overviews of other important terms and concepts, from metabolism and motivation to muscle tension-length relationship. With over 150 contributing authors from the US, UK, Canada, Australia, South Africa, Japan, New Zealand, Hong Kong and continental Europe, the Encyclopedia of International Sports Studies is an unparalleled work of sports scholarship. Accessibly written, facts-fronted and including full cross-referencing and guides to further reading throughout, this is an essential addition to the bookshelf of any student, researcher, teacher or professional working in sport. |
| definition of ambush marketing: New Zealand Contract and Commercial Legislation (2013 edition) CCH New Zealand Ltd, 2013-07-01 An ideal resource for lawyers, commercial advisers, business people and students, this new edition has been consolidated to 1 January 2013. It contains all the necessary contract and commercial legislation, along with comprehensive history notes and indexing. |
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A definition is a statement giving the meaning of a word or expression, especially in a dictionary.
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Definition of definition noun in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage …
DEFINITION Definition & Meaning - Merriam-Webster
The meaning of DEFINITION is a statement of the meaning of a word or word group or a sign or symbol. How to use definition in a sentence.
DEFINITION Definition & Meaning - Dictionary.com
Definition definition: the act of defining, or of making something definite, distinct, or clear.. See examples of DEFINITION used in a sentence.
DEFINITION | English meaning - Cambridge Dictionary
DEFINITION definition: 1. a statement that explains the meaning of a word or phrase: 2. a description of the features and…. Learn more.
DEFINITION definition and meaning | Collins English Dictionary
A definition is a statement giving the meaning of a word or expression, especially in a dictionary.
definition noun - Definition, pictures, pronunciation and usage …
Definition of definition noun in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage notes, synonyms and more.
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