Ambush Marketing Book by Christoph Schulz - Bookswagon
Ambush Marketing

Ambush Marketing


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About the Book

Sportgroßveranstaltungen erhalten heute eine nie dagewesene Aufmerksamkeit. Sowohl das Interesse der Bevölkerung als auch das mediale Interesse ist enorm. Aus diesem Grund stellen Olympische Spiele, Welt- und Europameisterschaften, Marathonläufe und andere Sportevents eine hervorragende Kommunkations-Plattform für Sponsoren aus den unterschiedlichsten Bereichen dar. Gleichzeitig tragen diese Sponsoren mit ihren finanziellen Mitteln maßgeblich zum Gelingen der Veranstaltungen bei. Doch in den letzten Jahren versuchen immer mehr Unternehmen, die Aufmerksamkeit von Sportgrossveranstaltungen für eigene Zwecke zu nutzen, ohne offiziell mit der Veranstaltung eine Partnerschaft einzugehen. Dieses sogenannte Ambush Marketing bietet den Unternehmen auf der einen Seite die Chance, die oft hohen Sponsoringgebühren einzusparen, wirft auf der anderen Seite jedoch gewisses rechtliche und ethische Fragen auf. In diesem Werk wird das "Phänomen" Ambush Marketing ausführlich erläutert sowie die Einstellung von sponsernden Unternehmen im Deutschen Sport zu dieser Thematik dargestellt.


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Product Details
  • ISBN-13: 9783639342499
  • Publisher: VDM Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 152 mm
  • ISBN-10: 3639342496
  • Publisher Date: 18 Mar 2011
  • Height: 229 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 227 gr


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