MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02126nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210524105019.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210524b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hartland, Trevor. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Protecting the olympic brand: |
| Remainder of title |
winners and losers |
| Statement of responsibility, etc. |
created by Trevor Hartland and Nicola Williams-Burnett |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Abingdon |
| Name of producer, publisher, distributor, manufacturer |
Taylor and Francis |
| Date of production, publication, distribution, manufacture, or copyright notice |
2012 |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Journal of Strategic Marketing |
| Volume/sequential designation |
Volume 20, number 1, |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
his paper considers the measures that have been put in place to protect brands and official sponsors of the London 2012 Olympic Games in an attempt to drive out the practice of ambush marketing. London's original bid to host the Games included measures to prevent ambush marketing and once awarded, passed legislation that made it illegal for companies that are not official sponsors to link their products with the Games. Through examination of the London Olympic and Paralympic Games Act 2006, together with case studies from previous Games, this paper questions the potential implications for other organisations should the letter of the law be applied. It is proposed that the Act goes far beyond its valid remit of preventing ambush marketing and is likely to restrict severely companies and other event organisers from pursuing their legitimate business practices. Exploratory research revealed a colossal 2,284,414 potential infringements of the Act. And while this may mean a win for the London Organising Committee for the Olympic Games (LOCOG), it could potentially mean that other organisations become losers as they will be prevented from using specified terms and images without fear of falling foul of the law.<br/><br/>Keywords: ambush marketingsponsorshipOlympic GamesLondon 2012 |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Ambush marketing |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Sponsorship |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Olympic games |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Williams-Burnett, Nicola. |
| Relator term |
author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1080/0965254X.2011.628404 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |