Research Catalog

Sports sponsorship and brand development : the Subaru and Jaguar stories

Title: Sports sponsorship and brand development : the Subaru and Jaguar stories / Martin Beck-Burridge and Jeremy Walton.
Author: Beck-Burridge, Martin.
Publication: New York : Palgrave, 2001.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	GV716 .B43 2001	Off-site

Holdings

Details

Additional Authors

Walton, Jeremy, 1946-

Description

vi, 178 pages, 16 unnumbered pages of plates : illustrations (some color); 25 cm

Subject

Bibliography (note)

Includes bibliographical references and index.

Contents

Pt. I. The Background. 1. Introduction. 2. Sport, Sponsorship and Marketing -- Pt. II. The Story of Two Campaigns: The Subaru Story. 3. Fuji Heavy Industries and Subaru in the 1980s. 4. Prodrive and Fuji Heavy Industries: The Development of the Relationship. 5. The Results of the Relationship. 6. Portrait of the Partner -- Pt. III. The Story of Two Campaigns: The Jaguar Story. 7. Jaguar, JaguarSport and Le Mans. 8. On Track to Post-Leyland Recovery. 9. From Track Stars to Major Commercial Players. 10. Recreating a Brand through Sponsored Motor Racing. 11. Achieving Global Brand Recognition -- Pt. IV. Conclusions. 12. Lessons from the Campaigns.

ISBN

0333925408 (cloth)

LCCN

2001046007

OCLC

ocm47243985
SCSB-4221900

Owning Institutions

Columbia University Libraries