市场营销威力工具AMBUSH MARKETING TOOLKIT W/CD

2007-9  

7-09999  

Skildum-Reid, Kim  

145  

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

ForewordAcknowledgmentsAbout the authorAbout this bookPart 1—Ambush basics　Sponsorship basics　What is ambush?　A word about awareness pollsPart 2—The case　Controversy, from two sides　The case against ambush　The case for ambushPart 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 perceptionsPart 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 thingsPart 5—What the lawyer saysPart 6—The dreamPart 7—Appendixes Tools and templates included with this book　Ambush workshop agendas　Recommended resources

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