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  • Ambush Marketing in Sportsby Gerd Nufer

    Taylor and Francis 2013; US$ 42.95

    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... more...

  • Relationship Marketing in Sportsby Andre Buhler; Gerd Nufer

    Taylor and Francis 2012; US$ 56.95

    Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised... more...

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