Types of Marketing Strategies Exlore the strategies you will become familiar with as a professional marketer
Subscriber Unlimited digital content, quarterly magazine, free newsletter, entire archive. International Event Group Inc. IEG, 15 Januarypress release.
International Event Group, Decemberpp. International Event Group Conference, 26—29 Marchpaper. IOC Marketing Department, A possible conceptual framework for considering the interorganizational relationship between event owner and sponsor is provided by transaction cost economies. Sako, Prices, Quality, and Trust: Cambridge University Press, ; O.
Williamson, The Economic Institutions of Capitalism: Free Press, ; and S. The concepts of power, mutual dependency, expectations, risk, trust, and collaboration as well as the basic mechanisms of contractual agreements and market forces impact on the governance of this relationship.
Two particular behavioral characteristics postulated by Williamson are highly appropriate: Williamson, Markets and Hierarchies: Analysis and Antitrust Implications New York: There may be a need to go beyond transaction cost economics with its primary focus on dyadic relationships in that a variety of economic actors are involved, either directly or indirectly, in decisions regarding the sponsorship of major events.
In the case of the Olympic Games, these will include the Olympic movement at all its various levels, broadcasters, sponsors, licensees, and not least the athletes and the sporting audiences.
In such circumstances, management theory in the form of the network perspective and the interorganizational relationship literature is highly relevant to discussions on issues of contracts, cooperation, conflict, and control between economic actors.
Wiley, ; P. Croom-Helm, ; H. Routledge, ; and J.
M Sandler and D. Who Gets the Gold? McKelveyp. Is There Any Protection? University of South Carolina, unpublished dissertation, American Academy of Advertising Conference, 23—27 Marchpaper.
Shani and Sandler Baylessp. L Beauchamp and N. Prentice Hall,p. Immoral or Imaginative Practice Barcelona, Spain: Paynepp. Curl and Durham Sandler and Shani ; Shani and Sandler .Ambush marketing is a newly popular marketing technique that raises awareness of a brand in covert ways. In fact, the term “ambush marketing” landed sixth in the Global Language Monitor’s “Top Words of ,” solidifying its reputation as an emerging marketing method.
Marketing consultant Jerry Welsh says there are now several kinds of Ambush Marketing, not all of it ethical or even legal.
That includes "unauthorized" use of logos or trademarks and references to athletes or events in a way that suggest the rogue company has paid for things that it hasn't. 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.
Four ethical perspectives—utilitarianism, duty-based ethics, stakeholder analysis, and virtue ethics—can provide a framework for the debate on the ethics of ambush marketing. A range of possible actions to create more ethical commercial sponsorship are identified and briefly evaluated.
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers.
The term "ambush marketing" was coined by marketing strategist Jerry Welsh. Archives and past articles from the Philadelphia Inquirer, Philadelphia Daily News, and feelthefish.com