市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD

作者: Kim Skildum-Reid 著

出版社: Oversea Publishing House

出版时间: 2007-09

版次: 1

ISBN: 9780070138087

定价: 204.00

装帧: 平装

开本: 32开

纸张: 胶版纸

页数: 145页

分类: 外文古旧书>英文书>管理

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.” 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 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
内容简介:
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.”
作者简介:
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
目录:
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

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市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD

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