Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories
Author:   M. Beck-Burridge ,  J. Walton
Publisher:   Palgrave Macmillan
Edition:   Softcover reprint of the original 1st ed. 2001
ISBN:  

9781349425242


Pages:   196
Publication Date:   01 January 2001
Format:   Paperback
Availability:   Manufactured on demand   Availability explained
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Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories


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Author:   M. Beck-Burridge ,  J. Walton
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Edition:   Softcover reprint of the original 1st ed. 2001
Weight:   0.266kg
ISBN:  

9781349425242


ISBN 10:   1349425249
Pages:   196
Publication Date:   01 January 2001
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

Table of Contents

PART ONE: THE BACKGROUND Introduction Sport, Sponsorship and Marketing PART TWO: THE STORY OF TWO COMPANIES The Problem, Fuji Heavy Industries and Subaru in the 1980's Prodrive and Fuji Heavy Industries: the Development of the Relationship The Sales and Marketing Results Portrait of the Partner Jaguar, Jaguarsport and Le Mans Racing and XJS and Raising Profile with TWR The Marketing Concept The Campaign and Sales and Marketing Results The Billion Dollar Road to Ford and Grand Prix PART THREE: CONCLUSIONS Lessons from the Cases

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MARTIN BECK-BURRIDGE is Director of Automotive Studies and Senior lecturer in International Business at Henley Management College. He is author with Jeremy Walton of Britain's Winning Formula published by Macmillan. JEREMY WALTON has written twenty-eight books and is a freelance motoring journalist. He won the 1998 and 2000 American IAMC international awards for his work published in the USA.

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