Sports Sponsorship and Brand Development

The Subaru and Jaguar Stories

M. Beck-Burridge, J. Walton

$130.95 $105.07

Hardback

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English

Palgrave Macmillan
07 November 2001

Business strategy; Sales & marketing; Road transport industries; Service industries; Sport & leisure industries; Highway & traffic engineering; Car racing

Subaru and Jaguar provide an outstanding example of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book looks at the partnership between the two companies took them from strength to strength culminating in victory at the World Rally Championship. This explains why Mercedes, BMW, Honda, Renault and now Jaguar have invested heavily in Formula 1 to try and establish or maintain world class brands and provides an important lesson for anyone interested in the creation of world class excellence and global brands.

By: M. Beck-Burridge, J. Walton
Imprint: Palgrave Macmillan
Country of Publication: United Kingdom
Dimensions: Height: 235mm, Width: 155mm, Spine: 10mm
Weight: 465g
ISBN: 9780333925409
ISBN 10: 0333925408
Pages: 196
Publication Date: 07 November 2001
Audience: Professional and scholarly , Professional and scholarly , Professional & Vocational , Undergraduate , Further / Higher Education
Format: Hardback
Publisher's Status: Active

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

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 is a freelance journalist and author of 25 books.

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Sports Sponsorship and Brand Development

The Subaru and Jaguar Stories

M. Beck-Burridge, J. Walton

$130.95 $105.07

Hardback

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