TY  - BOOK
AU  - Beck-Burridge,Martin
AU  - Walton,Jeremy
TI  - Sports sponsorship and brand development: the Suburu and Jaguar stories 
SN  - 0333925408 (cloth)
U1  - 338.4379672 21
PY  - 2001///
CY  - Houndmills, Basingstoke, New York
PB  - Palgrave
KW  - Fuji Jūkōgyō Kabushiki Kaisha
KW  - Jaguar Cars Ltd
KW  - Sports sponsorship
KW  - Automobile racing
KW  - Economic aspects
KW  - Automobiles
KW  - Marketing
N1  - Includes bibliographical references and index; PART ONE: THE BACKGROUND Introduction Sport, Sponsorship and Marketing PART TWO: THE STORY OF TWO COMPANIES The Problem, Fuji Heavy Industries and Subaru in the 1980's Prodrive and Fuji Heavy Industries: the Development of the Relationship The Sales and Marketing Results Portrait of the Partner Jaguar, Jaguarsport and Le Mans Racing and XJS and Raising Profile with TWR The Marketing Concept The Campaign and Sales and Marketing Results The Billion Dollar Road to Ford and Grand Prix PART THREE: CONCLUSIONS Lessons from the Cases

N2  - 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. 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
UR  - http://repository.fue.edu.eg/xmlui/handle/123456789/2555
ER  -