Sports Sponsorship and Brand Development

Name: Sports Sponsorship and Brand Development
Author: M. Beck-Burridge

The Subaru and Jaguar Stories

Specificaties

Gebonden, blz. | Engels

Palgrave Macmillan UK | e druk, 2001

ISBN13: 9780333925409

Rubricering

Juridisch :

Palgrave Macmillan UK e druk, 2001 9780333925409

€ 64,64

In winkelwagen

Levertijd ongeveer 9 werkdagen

Gratis verzonden

Samenvatting

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Specificaties

ISBN13:9780333925409

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Marketing

Inhoudsopgave

PART ONE: THE BACKGROUND Introduction Sport, Sponsorship and Marketing PART TWO: THE STORY OF TWO COMPANIES The Problem, Fuji Heavy Industries and Subaru in the 1980's Prodrive and Fuji Heavy Industries: the Development of the Relationship The Sales and Marketing Results Portrait of the Partner Jaguar, Jaguarsport and Le Mans Racing and XJS and Raising Profile with TWR The Marketing Concept The Campaign and Sales and Marketing Results The Billion Dollar Road to Ford and Grand Prix PART THREE: CONCLUSIONS Lessons from the Cases