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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

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

 

 

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