市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD fb2 免费 lrf 下载 kindle azw3 pdf 阿里云

The Sponsorship Report, November 2006

This step-by-step instruction manual for prospective ambushers may be a big-event sponsor's best friend... It's a fun read, instructive and entertaining, bound by its deliberately non-judgemental style to offend more than a few.

Review

Marketing Magazine :

“The Ambush Marketing Toolkit will either help you plan your attack, or defend against one.”

The Sponsorship Report :

“This step-by-step instruction manual for prospective ambushers may be a big sponsor's best friend. . . . It's a fun read, instructive and entertaining, bound by its deliberately non-judgemental style to offend more than a few.”

Foreword

Acknowledgments

About the author

About this book

Part 1—Ambush basics

　Sponsorship basics

　What is ambush?

　A word about awareness polls

Part 2—The case

　Controversy, from two sides

　The case against ambush

　The case for ambush

Part 3—Howto ambush

　Why you need to know how to ambush

　What makes an ambush work?

　The world's best ambush

　Internal preparation

　Ambush interview worksheet

　Sell-in （concept）

　Selection

　Ambush fit assessment

　Sell-in （reality）

　Management

　Ambush timeline worksheet

　Leverage

　Leverage brainstorm list

　Managing perceptions

Part 4—Preventing ambush

Wishful thinking

　Know how to ambush

　What to worry about and what not to

　The event's part of the dea

　Selection

　Negotiation and contracts

　Leverage

　Vulnerability assessment checklist

　Measure the right things

Part 5—What the lawyer says

Part 6—The dream

Part 7—Appendixes

Tools and templates included with this book

　Ambush workshop agendas

　Recommended resources

Kim Skildum-Reid，Ambush is a complex and controversial strategy.Making one really deliver is not easy, and neither is defending against one. Kim Skildum-Reid leaves ethics aside and sticks to strategy as she shows you how to choose and mount an ambush th

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书籍介绍

Make the most of ambush marketing There is a myth that it's only major sponsors of huge events that get ambushed. The truth is that ambush marketing goes on at all levels of the sponsorship industry, from small charities to industry associations, festivals and the Soccer World Cup. In a world first, bestselling author Kim Skildum-Reid puts her more than 20 years of sponsorship marketing experience into the topic of ambush marketing. The Ambush Marketing Toolkit (with accompanying CD) provides sponsors, events, and prospective ambushers with a no holds barred, strategic approach to ambush prevention and the mounting of a successful ambush. “When conceptualized and managed on a superficial level, sponsors can be easily ambushed by competitors - those who are able to build stronger and more meaningful relationships with the target audience despite their non-sponsor status. And that's why most marketers should be itching to gat hold of The Ambush Marketing Toolkit , because no one likes to be ambushed, especially when it equates to shooting yourself in the foot.”--Suzanne Pollock, AMAMI for the Australian Marketing Institute (20070917)