×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories
     

Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories

by M. Beck-Burridge, J. Walton, Jeremy Walton (Joint Author)
 

See All Formats & Editions

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

Overview

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.

Editorial Reviews

Booknews
Beck-Burridge (international business, Henley Management College, UK) and freelance automotive journalist Walton examine the marketing campaigns conducted by Subaru and Jaguar. The authors find that both brands were successfully "developed" through the utilization of auto racing, although they had fundamentally different histories and objectives. The authors focus on planning and preparation, sports partnership selection, the creation of brand differentiation, implementation of the campaigns, and marketing results. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780333925409
Publisher:
Palgrave Macmillan UK
Publication date:
11/07/2001
Edition description:
2001
Pages:
188
Product dimensions:
6.10(w) x 9.25(h) x 0.03(d)

Meet the Author

Martin Beck-Burridge is Director of Automotive Studies and Senior Lecturer in International Business at Henley Management College.

Jeremy Walton is a freelance journalist and author of 25 books.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews