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About this book
Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.
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Table of contents (12 chapters)
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Front Matter
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The Background
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Front Matter
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The Story of Two Campaigns: The Subaru Story
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Front Matter
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The Story of Two Campaigns: The Jaguar Story
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Front Matter
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Conclusions
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Front Matter
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Back Matter
About the authors
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.
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.
Bibliographic Information
Book Title: Sports Sponsorship and Brand Development
Book Subtitle: The Subaru and Jaguar Stories
Authors: Martin Beck-Burridge, Jeremy Walton
DOI: https://doi.org/10.1057/9780230508224
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2001
Hardcover ISBN: 978-0-333-92540-9Published: 07 November 2001
Softcover ISBN: 978-1-349-42524-2Published: 01 January 2001
eBook ISBN: 978-0-230-50822-4Published: 07 November 2001
Edition Number: 1
Number of Pages: VIII, 196
Topics: Marketing, Business Strategy/Leadership, Transportation, Services