市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD
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作者： Kim Skildum-Reid著
出 版 社： Oversea Publishing House
出版时间： 2007-9-1字数：版次： 1页数： 145印刷时间： 2007/09/01开本： 32印次： 1纸张： 胶版纸I S B N ： 9780070138087包装： 平装内容简介
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 that really works, and how to defend yourself against one.
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