Sports sponsorship and brand development : the Subaru and Jaguar stories /
Beck-Burridge, Martin.
Sports sponsorship and brand development : the Subaru and Jaguar stories / Martin Beck-Burridge & Jeremy Walton. - vi, 178 p. ; 24 cm.
Includes bibliographical references and index.
Acknowledgements -- The Background -- Introduction -- Sport, Sponsorship and Marketing -- The Story of Two Campaigns: The Subaru Story -- Fuji Heavy Industries and Subaru in the 1980s -- Prodrive and Fuji Heavy Industries: The Development of the Relationship -- The Results of the Relationship -- Portrait of the Partner -- The Story of Two Campaigns: The Jaguar Story -- Jaguar, JaguarSport and Le Mans -- On Track to Post-Leyland Recovery -- From Track Stars to Major Commercial Players -- Recreating a Brand through Sponsored Motor Racing -- Achieving Global Brand Recognition -- Conclusions -- Lessons from the Campaigns -- Index. Pt. I. 1. 2. Pt. II. 3. 4. 5. 6. Pt. III. 7. 8. 9. 10. 11. Pt. IV. 12.
Richard Lindroos -- 517003.
0333925408 (cloth)
2001046007
Fuji Jūkōgyō Kabushiki Kaisha
Jaguar Cars Ltd.
Sports sponsorship
Automobile racing--Economic aspects
Automobiles--Marketing
GV716. / B43 2001
338.4379672
Sports sponsorship and brand development : the Subaru and Jaguar stories / Martin Beck-Burridge & Jeremy Walton. - vi, 178 p. ; 24 cm.
Includes bibliographical references and index.
Acknowledgements -- The Background -- Introduction -- Sport, Sponsorship and Marketing -- The Story of Two Campaigns: The Subaru Story -- Fuji Heavy Industries and Subaru in the 1980s -- Prodrive and Fuji Heavy Industries: The Development of the Relationship -- The Results of the Relationship -- Portrait of the Partner -- The Story of Two Campaigns: The Jaguar Story -- Jaguar, JaguarSport and Le Mans -- On Track to Post-Leyland Recovery -- From Track Stars to Major Commercial Players -- Recreating a Brand through Sponsored Motor Racing -- Achieving Global Brand Recognition -- Conclusions -- Lessons from the Campaigns -- Index. Pt. I. 1. 2. Pt. II. 3. 4. 5. 6. Pt. III. 7. 8. 9. 10. 11. Pt. IV. 12.
Richard Lindroos -- 517003.
0333925408 (cloth)
2001046007
Fuji Jūkōgyō Kabushiki Kaisha
Jaguar Cars Ltd.
Sports sponsorship
Automobile racing--Economic aspects
Automobiles--Marketing
GV716. / B43 2001
338.4379672