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題名:伏擊行銷發展分析之探討--以國際大型運動賽會為例
書刊名:輔仁大學體育學刊
作者:蘇懋坤
作者(外文):Su, Mao-kun
出版日期:2011
卷期:10
頁次:頁366-381
主題關鍵詞:伏擊行銷運動贊助Ambush marketingSports sponsorship
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:9
  • 點閱點閱:47
期刊論文
1.詹俊成、程紹同(20091200)。2008年北京奧運會全球合作夥伴贊助活化策略之探討--以韓國三星電子為例。中華體育季刊,23(4)=91,158-165。new window  延伸查詢new window
2.Geng, L.、Burton, R.、Blakemore, C.(2002)。Sport Sponsorship in China: Transition and Evolution。Sports Marketing Quarterly,11(1),20-32。  new window
3.Davies, F.、Tsiants, G.(2008)。Selection of Leveraging strategies by National Olympic Sponsors: A proposed Model。International Journal of Sports Marketing and Sponsorship,9(4),271-289。  new window
4.Meenaghan, T.(1994)。Point of View: Ambush Marketing: Immoral or Imaginative Practice?。Journal of Advertising Research,34(5),77-88。  new window
5.Brown, G.(2000)。Emerging issues in Olympic sponsorship: Implications for host cities。Sport Management Review,3(1),71-92。  new window
6.林秉毅、程紹同(2009)。2008年北京奧運會贊助策略分析-以可口可樂為例。中華體育季刊,24(1),150-157。new window  延伸查詢new window
7.陳素青、程紹同(2010)。伏擊行銷在北京奧運之應用-以中國李寧品牌為例。中華體育季刊,24(1),120-129。new window  延伸查詢new window
8.McKelvey, S. M.(2006)。Coca-Cola vs. PepsiCo- A “Super” Battleground for the Cola Wars?。Sport Marketing Quarterly,15,114-123。  new window
9.Giannoulakis, C.、Stotlar, D.、Chatziefstathiou, D.(2008)。Olympic Sponsorship: evolution, challenges and impact of the Olympic Movement。International Journal of Sports marketing and Sponsorship,9(4),256。  new window
10.Irwin, R. L.、Lachowetz, T.、Cornwell, T. B.、Clark, J. S.(2003)。Cause Related Sports Sponsorship。Sports Marketing Quarterly,3(12)。  new window
11.Lyberger, M. R.、McCarthy, L.(2001)。An Assessment of Consumer Knowledge of, Interest in, and Perceptions in Ambush marketing Strategies。Sports Marketing Quarterly,10(2)。  new window
12.Lachowetz, T.、McDonald, M.、Sutton, W.、Hedrick, D. G.(2003)。Corporate Sales activities and the retention of sponsors in the National Basketball Association (NBA)。Sports Marketing Quarterly,12(1)。  new window
13.McKelvey, S.、Grady, J.(2008)。Sponsorship program protection strategies for special sporting events: are event organizers outmaneuvering ambush marketers?。Journal of Sports management,22,550-586。  new window
14.Crompton L, J.(2004)。Sponsorship Ambushing in Sports。Managing leisure,9,1-12。  new window
15.O’Sullivan, P.、Murphy, P.(1998)。Ambush Marketing: The Ethical Issues。Psychology and Marketing,15(4),349-366。  new window
16.Payne, M.(1998)。Ambush Marketing--The undeserved advantage。Psychology & Marketing,15(4),323-331。  new window
17.Portlock, A.、Rose, S.(2009)。Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006。International Journal of Sports Marketing & Sponsorship。  new window
18.Townley, S.、Harrington, D.、Couchman, N.(1998)。The Legal and Practical Prevention of Ambush Marketing in Sports。Townleys Sports Lawyers Psychology & Marketing,15(4),333-348。  new window
學位論文
1.蘇麗婷(2005)。伏擊行銷與運動贊助之廣告效果研究--以雅典奧運期間台灣的電視媒體為例(未出版)。國立臺灣師範大學,台北市。  延伸查詢new window
2.吳巧婷(2007)。奧林匹克運動會狙擊行銷之法律問題研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
圖書
1.Fullerton, Sam、鄭志富、蕭嘉惠、陳美燕、呂宛蓁、黃蕙娟、廖柏雅(2010)。運動行銷學。臺北市:麥格羅希爾。  延伸查詢new window
2.Sleight, Steve(1989)。Sponsorship: What It Is and How to Use It。London。  new window
3.程紹同(2001)。第5促銷元素:運動贊助行銷新風潮。臺北:滾石文化。  延伸查詢new window
 
 
 
 
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