市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD

内容概要

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

书籍目录

ForewordAcknowledgmentsAbout the authorAbout this bookPart 1—Ambush basics　Sponsorship basics　What is ambush?　A word about awareness pollsPart 2—The case　Controversy, from two sides　The case against ambush　The case for ambushPart 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 perceptionsPart 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 thingsPart 5—What the lawyer saysPart 6—The dreamPart 7—Appendixes  Tools and templates included with this book　Ambush workshop agendas　Recommended resources

作者简介

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)

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