As Nike’s man through and through, Jordan not only took the platform to rec… Ultimately, ambush marketing practices should be addressed through creative advertising practices and not by excessive legal regulation. Three arguments are presented. US$38.00, US$12.94 It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. | 431g, This is esports (and How to Spell it) - LONGLISTED FOR THE WILLIAM HILL SPORTS BOOK AWARD 2020, Routledge Handbook of Sport and Corporate Social Responsibility. US$14.71, US$40.24 If you originally registered with a username please use that to sign in. Ambush by association is a type of ambush marketing where a non-sponsor brand almost passes itself off as an official sponsor of the competition. Final Observations. US$17.00, US$18.20 Three arguments are presented. Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. US$24.00, US$21.81 In practice, a less legalistic marketing response may present a simpler, more direct and more economical solution for problematic ambush marketing practices. 1. First, ambush marketing should be prohibited insofar as it involves some form of deceptive conduct or intellectual property right infringement. US$13.10 US$17.39, US$18.26 US$44.00, US$14.82 US$15.95, US$19.98 Nick Shi Qiang Sim, Ambush marketing in major sports events: war minus the shooting?, Journal of Intellectual Property Law & Practice, Volume 10, Issue 7, July 2015, Pages 536–550, https://doi.org/10.1093/jiplp/jpv082. First, ambush marketing should be prohibited insofar as it involves some form of deceptive conduct or intellectual property right infringement. US$30.00, US$11.41 US$14.99, US$23.65 Ambush Marketing in Sports Ambush marketing is incredible. US$19.95, US$23.94 US$56.95, US$15.25 (Source: Flickr) It’s a bold move for an athlete to get involved with marketing in such a way, and the pay-off is huge. US$19.95, US$14.05 Ambush Marketing in Practice 4. Direct ambush marketing is an approach where a brand works aggressively to associate itself with an event or property, when that brand has not purchased rights as the official sponsor. US$23.00, US$15.51 You do not currently have access to this article. GC rules on the subject matter of a trade mark and its permissible alteration for genuine use purposes, Compliance with resistance: how Asia can adapt to the UPOV 1991 model of plant breeders’ rights, Trade secrets and the battle against Covid, AG Hogan advises CJEU to rule that disclosure of evidence in court proceedings is not a communication to the public, About Journal of Intellectual Property Law & Practice, Receive exclusive offers and updates from Oxford Academic. Therefore, they may not be the most suitable mechanisms to address ambush marketing. Don't already have an Oxford Academic account? US$18.99, US$15.97 All rights reserved. US$15.95, US$14.23 Secondly, the trade marks regime is a blunt tool for regulating ambush marketing. US$28.00, US$25.80 US$28.00, US$14.31 Prevention of Ambush Marketing 8. Consequences of Ambush Marketing 6. Explore the Strategy of Ambush Marketing. Register, Oxford University Press is a department of the University of Oxford. US$28.99, US$46.89 US$13.37, US$19.13 US$16.99, US$27.77 US$30.00, US$16.88 We use cookies to give you the best possible experience. Published by Oxford University Press. Available. This article explores how ambush marketing in major sports events should be regulated. x 11.18mm Expected delivery to the United States in 10-13 business days. Bavaria … Bavaria – 2010 FIFA World Cup South Africa (Actual sponsor: Budweiser) FIFA: 0 Bavaria: 1. Ambush marketing is situated at the intersection of two opposing spheres of interest conducting a battle for shares of the marketing potential of a sports event. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. By using our website you agree to our use of cookies. Introduction 2. Interdisciplinary Evaluation of Ambush Marketing 7. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Lionel Messi v EUIPO: 2-0. US$18.00, US$11.34 US$19.95, US$15.92 Empirical Research on the Impact of Ambush Marketing 9. US$17.00, US$15.26 US$27.00, US$11.76 Please try again","bd_saving_percent_off":"{0}%
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